We provided a daily tech check tracker for each local country. We pre-loaded stimuli into each web room, and ran a training session for each moderator. We trained the translators in how easy it would be to simultaneously translate the interviews while engaged with our audio system. Then we facilitated the focus groups.
This marketing research company gained credibility with its important international client. They were able to present a summary of the customer’s concerns very quickly, as the two focus groups in each country took place in a matter of days. The researcher team was then able to watch the streaming media files while also reading the summary findings from the individual country moderators. Civicom assisted by sorting the findings from each country into a spreadsheet by topic.
The clients were thrilled because they were able to get feedback on common issues experienced by their customers in five European countries, without leaving the comfort of their offices. They found it very insightful to watch the video files, as an adjunct to the researcher’s summary report. They were more easily able to reach their business objectives of solving their European customer service issues and to do so in a more timely fashion.
Electronics and computers have changed the dynamics of automotive repair, which has become more akin to fixing a broken computer than what we think of as traditional car services like fixing an engine or transmission. As a result, several companies offer training services to automotive mechanics, but becoming familiar with how to reach their potential audience and understanding how to make the training worthwhile is a challenge.
It quickly became clear to us that automotive repair personnel have not made it a habit to join panels or offer their services to be part of market research studies. We completed this project the old fashioned way — through individual phone calls. Initially, almost every contact we made was not interested in the idea of participating in a focus group, citing their busy shop schedule. We were not going to get thought the screener without first selling the potential respondent on why they should be in a telephone focus group. They needed to first internalize that the information they had about automotive training needs was of great value to enhance training programs that could help their counterparts nationally.
In the end, the technicians, initially mostly reluctant, loved sharing experiences with their peers. When it was time for the groups to end most of the respondents didn’t want to go. Never before had they talked with peers around the country about automotive technology training.
Our client was happy. The groups gave them the insights on how to market their services, plus how to increase flexibility in order to attract more clientele.
The recordings were then transcribed and posted in Civicom Chatterbox®, along with their corresponding recording links. The researchers could then read the recorded comments and listen to the recording simultaneously. Chatterbox tools enabled the researchers to create coded keyword excerpts, mark certain comments of interest, and create word clouds right from the platform. These robust analytics features enabled the researchers to move their report forward quickly.
We also created audio clips for our client, enabling the researcher to give the project sponsor a window into the everyday thoughts of the participants as they occurred under the influence of the medication. They were able to track the ups and downs of their participants’ viewpoints on life and their everyday experiences and feelings and relate those back to the intended benefits of the medication’s intention. Active monitoring of respondent feedback also made it possible for the trial team to deal with any participants that reported issues they found disturbing.
Civicom ThoughtLight delivered an enhanced view of patient experience through providing a more human side that supplemented the other more technical aspects of this clinical study. ThoughtLight emerged as a valuable tool to employ as part of a broader, more data-driven experience process.