Significant Live Sample (SLS)

Our innovative Significant Live Sample (SLS) methodology ensures product quality and marketing effectiveness, guarantees the security of confidential assets, and provides normative benchmarking of product quality.

Ideal For

  • 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)


  • SLS is the only approach that delivers both quantitative benchmarking and qualitative feedback with the guarantee that confidential assets cannot leak
  • We bring up to 300 of your target consumers into a secure facility to evaluate a product or concept, complete a survey, and participate in focus group discussion and/or one-on-one interviews
  • Quantitative findings from large samples ensure statistically significant survey results, while qualitative feedback from individual interviews and group discussions support, interpret, and complement the quantitative results


  • Quantify key metrics (e.g., overall fun, play interest, intent to recommend, intent to purchase, intent to download, quality of individual features)
  • Develop actionable steps to improve key metrics.
  • Prioritize improvements in order of those that will produce the greatest marginal returns.
  • Identify key strengths and unique selling points.

Methodology (First-Time User Experience)

  • Part 1 – Testing (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
    • The client will be able to observe behind a one-way mirror
    • We securely record and stream the experience live to accommodate remote clients worldwide
  • Part 2 – Survey (30 minutes)
    • VGM’s standard key metrics for normative benchmarking
    • All customized research objectives at client’s request
    • Open-ended feedback
  • Part 3: Focus Group (60 minutes or longer if necessary)
    • In each testing session, a small portion of the respondents (generally 6-8 people) will participate in a moderated focus group to discuss overall experience, key strengths, and areas of improvement

Methodology (Longitudinal/Long-Term Product Usage)

  • Part 1 – The first part is exactly the same process as the First-Time User Experience product test described above — respondents use the product on-site (60 minutes or longer if necessary), complete a survey on-site (30 minutes), and participate in focus group discussion (60 minutes or longer if necessary)
  • Part 2 – Users then take the product home with them and continue to play for 7-14 days or longer if necessary. Each day users complete a Daily Diary about their experience, which includes a combination of quantitative scores and open-ended feedback.
  • Part 3 – On the final day of testing, users return to the facility to uninstall the software/return the product, complete a final survey, and participate in exit focus group discussions.


  • 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 seven-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

Conventional Focus Group Option

  • For our clients that do not require the quantitative input of SLS methodology, we simply strip out the high sample size component and provide conventional focus groups with 6-8 respondents/group to explore any topic qualitatively in major markets worldwide

Execution Timing

  • 30-99 respondents: 1-2 days in facility
  • 100-199 respondents: 2 days in facility
  • 200-300 respondents: 3 days in facility

Analysis and Reporting

  • Part 1 – Topline (delivered in 48 hours upon completion of the research, including weekends)
    • utlines 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 with competitive benchmarking, outlines the key strengths/unique selling points, and provides actionable steps that the client can take to improve quality

Services Included:

  • Full service test plan creation and execution
  • Project management
  • Recruiting
  • Respondent incentives
  • Moderation
  • Streaming/recording of group discussion (secure online archive)
  • Streaming/recording of product usage (secure online archive)
  • Real-time chat feature with moderator during group discussion
  • Device rental (iPhone, iPad, Android Tablet, PC, TV)
  • On-site logistics
  • Facility
  • Travel
  • Client meals
  • Analysis
  • Topline report
  • Final report
  • Follow-up analysis upon request