German Qual Omnibus Launched

In Germany, Colibri Research will be launching a new qualitative omnibus study in June, enabling clients to ask questions in a focus group setting.

Known as Focus24, the study can be used to provide a range of opinions on specific issues, feedback on products, services or brand names early in the development process, or validate a concept that has been reworked as a result of previous studies. The firm says that the service can also act as a 'disaster check' for planned marketing activities.

Clients will be able to book a topic to be discussed in four focus groups, comprising six participants in each from their most important target groups. Any marketing topic which can be discussed within 20-30 minutes can be integrated into the discussion.

'Focus24 is not only interesting for clients who have already been working with qualitative methods, but also for clients who have not yet experienced the strengths of qualitative studies,' commented Colibri Founder Ute Rademacher. ' It is particularly appealing for newcomers since it provides the added value of qualitative exploration at a low level of investment.

Recruitment criteria such as involvement in household purchase decisions, an active and urban lifestyle and interest in advertising and product innovations will be standard dimensions of the sample profile. In addition, clients can add further recruitment criteria up to 24 hours prior to the start of the process.

Results will be delivered within a day as a topline report, video documentation and transcripts. Costs per topic segment will be around £4,000.

Colibri, which was founded by Rademacher last year, is online at www.colibri-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.