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FGI online deepens the understanding of Internet users' attitudes
2007-10-30
An online Focus Group Interview is qualitative research which provides a deep insight into the preferences and opinions of Internet users. Marketers can learn more about the respondents' attitudes and feelings towards given brands or web sites. From now on, the research will be offered in Romania by Gemius Research and Q Research.
Gemius Research and Q Research offer companies the possibility of realizing qualitative online research by using the advantages of the interactive character of the Internet. The study is especially useful for the evaluation of ads, promotional materials or ideas of new products. Due to its online character, the research also provides a comprehensive evaluation of the users' perception of web sites.
“The Focus Group Interview provides rich data, as the responses of the participants are complex and revealing. Advanced technology allows us to conduct it online. Thanks to this, the study is cost-effective and the results are obtained in a short time span.” summarizes Catalin Emilian, the Operations Manager of Gemius Research.
“Due to the growing penetration rate of the Internet nowadays, Q Research has started taking into consideration online research methods as one of the most adequate solutions when dealing with a young/mature target audience?. The online medium offers us plenty of windows…let’s call them advantages; it allows us to establish a direct, faster connection with the consumers’ opinions, motivations and expectations.” declared Marius Gheorghe, the Managing Partner of Q Research.
Due to this feature, companies can obtain important information about the usability, functionality and contents of web sites. Consequently, it is easy to design an optimal structure or layout and to create a user-friendly Internet service. The results of the research can be valuable for the web site's development. Having analyzed the opinions given by Internet users, the web site owners can increase the number of visitors, as well as their loyalty.
Moreover, the completion time of the research report is short and efficient, as the transcription is available immediately after the research. Since the recruitment and conduct are reasonably inexpensive, costs are lower, compared with qualitative studies. Also, clients have the opportunity of following the course of the study in a back room, while participants are not aware of this. Due to the virtual character of the research, people taking part in it do not see each other. Therefore, their answers are not influenced by the rest of the group. On top of all the advantages mentioned above, the online Focus Group Interview gives an excellent opportunity to reach the groups that would otherwise be unavailable because of geographical limitations.
The method of the study allows to gain a variety of opinions. The moderator conducts a discussion with the whole group, however he/she is also able to send posts to individual participants. At the same time, the respondents answer either the questions asked by the moderator or engage in a general discussion. As the result of the study, the client receives a detailed report, which contains relevant information for his/her business, specifically - an edited transcript presenting materials and a juxtaposition of problems with the commentaries given by the participants. The report also includes conclusions and recommendations, which are provided in a user-friendly format, made by Gemius and Q Research experts.
Gemius Research – a subsidiary of Gemius SA, founded in 2005. The company operates on the Romanian market, where it offers all Gemius research products..
Q Research - a marketing research agency, part of The Group, the largest full service marketing and communication group of companies in Romania
Download a complete version of the press release in a Word file.
For more information, please write to: Catalin Emilian, Gemius Research: catalin.emilian@gemius.ro