CONNECTED INC. is a small marketing research company that focuses on new product screening.
Founded in 1992 by David Glenn, a Burke refugee.
Clients provided starting capital.
Original goals were to:
Offer very fast turnaround on projects
Allow more ideas to grow and develop in the new products pipeline
We recruit a representative sample of target customers to come to a central location (hotel, focus group facility) in several cities. They arrive in groups of 25 – 30 per session. A session including quantitative and qualitative phases lasts about 2 hours.
One-by-one, we show the group the ideas on a screen with a projector. As we go through the ideas, respondents show their idea interest, believability, and uniqueness. They enter answers with a individual, wireless handheld keypad.
Right after the quantitative session, we print out the rankings of ideas based on the structured questions. Clients decide which ideas to focus on in the qualitative phase that follows immediately. Usually clients want to learn how to make the best ideas even stronger.
