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.

 As respondents answer, the system sends the data to a monitor in a separate room where tabulation is in real-time using proprietary software.

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.