How It Works We pre-recruit a representative sample of people to come to a central location (focus group facilities or hotel conference room) in several cities. People arrive in groups of 20 - 30. 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, people show their idea interest, believability, purchase frequency, and understanding. They enter answers with a individual, wireless handheld keypad (see below). As people answer, the system sends the data to a monitor in a separate room where tabulation is in real-time. Seconds 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. A professional moderator reviews and probes ideas in terms of likes, dislikes, confusion, and so on. This phase encourages the sort of diagnostic creativity missing from pure structured research.