SmartFocus: interactive and more insightful focus groups
SMARTFOCUS is an interactive research tool that involves the use of the smartphone during specific moments of a traditional group discussion.
The usage of projective techniques realized through participants’ devices, allows to stimulate the interaction between partecipants. 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 discussion between participants.
Moreover, the insights collected allow to create mood boards and wordclouds, 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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