SmartFocus: interactive and more insightful focus groups
SMARTFOCUS is an interactive search tool that involves the use of the smartphone in some moments of a traditional group discussion.
The usage of projective techniques realized through the use of the participants’ devices, allows to stimulate the interaction between the people involved. Furthermore, it allows collecting a richer set of data in real-time, which can be shared live on a screen, in order to foster the debate between participants.
The insights collected with this tool allow you to create mood boards and word clouds, maps to focus on market positioning and value maps, as well as rating scores which might be useful for brand development or product innovation activities.
Thanks to SMARTFOCUS, the output of the research is enriched with creative and evaluative elements that can be used through synthetic and immediately understandable representations.
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