VGM - Focus groups & In-depth Interviews

Focus groups & In-depth Interviews

We have conducted 1,000+ focus groups and IDIs to understand consumer behavior and to evaluate products, media, and concepts.

Hands-on Product Testing (video games, mobile applications, websites, consumer electronics, any type of product)
Media Testing (trailers, promos, pilots, ads, film, any type of media)
Concept Testing (positioning statements, concept descriptions, feature lists, key art, video, any type of conceptual assets)
Consumer Behavior and Ethnography

We bring groups of 6-8 respondents into a secure facility to evaluate a product or concept and participate in focus group discussion
Depending on the research objective, we may choose to conduct 1:1 interviews in lieu of groups or in addition to groups

Journey mapping: Understand the consumer’s path from initial awareness to purchasing and post-purchase information sharing
Product evaluation: Identify the areas of improvement and key strengths of the product
Longitudinal studies: Analyze respondents’ progressive experience with the product over a set amount of time (e.g., days, weeks) via in-person or phone discussions and periodic diary-style surveys
Follow-up interviews: Obtain additional feedback and clarification from respondents that are identified as particularly informative
Concept testing: Evaluate the appeal of pre-production concepts and/or marketing materials to hone in on the most appealing opportunities
Marketing materials: Gauge the efficacy of written copy, screenshots, promotional video, packaging/box art, app icons, potential product names, and more
Pricing: Determine the price point respondents are willing to pay for the product
Mock reviews: Assemble a group of reputable professional reviewers to evaluate the product in an effort to predict market and critical reactions

Group Testing and Discussion (60 minutes or longer if necessary)
- Product Testing: Consumers use the product either at individual stations or together in groups, as specified by the client. We observe organic usage behavior
- Media Testing: Consumers are seated at individual TV stations with headphones and exposed to the visual stimulus (trailer, promo, pilot, ad, film, any media)
- Concept Testing: Consumers evaluate concept descriptions, positioning statements, feature lists, key art, and video footage
- Consumer Behavior / Ethnography: Respondents discuss their attitudes, preferences, purchasing behavior, and any other topics of interest
In-Depth Interview (60 minutes or longer if necessary)
- The moderator sits down in-person or conduct a phone call with the respondents and conduct a personalized interview regarding their experience with the product.
- We securely record and stream the experience live to accommodate remote clients worldwide

You will have total control over the recruiting criteria of your respondents
VGM delivers superior quality, higher accuracy, and faster turnaround time on recruiting vs. other full-service vendors because we recruit for qualitative studies using our proprietary respondent database and our internal team of seasoned recruiters
We are one of the only full-service vendors that handles recruiting internally rather than outsourcing to third-party subcontractors
Every respondent that attends your groups will undergo a rigorous five-step screening process:

The moderator will have experience conducting 500+ qualitative sessions
Watch and direct the qualitative discussion sessions in real time with VGM’s live video stream and integrated chat, included at no charge

Part 1 – Topline (delivered in 48 hours upon completion of the research, including weekends)
- Outlines the key takeaways of the research and the most critical areas of improvement
Part 2 – Final report (delivered in 5 to 7 days upon completion of the topline, including weekends)
- Our deliverable provides an overall assessment of quality, outline the key strengths and differentiators, and most importantly, will provide actionable steps that the client can take to improve product quality