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V2 GfK Launches Remote Groups Service
US pharmaceutical researcher V2 GfK has announced the launch of QuickGroups(tm), an interactive remote solution for focus group research. The service claims to offer fast-turnaround focus group results for time-pressed decisions without travelling to research facilities but without sacrificing quality.
V2 GfK worked with video streaming specialist ActiveGroup in order to offer clients more than the 'one-way, passive 'viewing' experience' associated with other remote video-based research offerings. QuickGroups uses a two-way virtual communications network to keep clients involved with the research process.
According to Richard B. Vanderveer, Ph.D., Chief Executive Officer of V2 GfK, each project can be staffed with two researchers, 'one to perform the traditional role as the on-site focus group moderator, and the second as a virtual 'back room' facilitator...The back room facilitator interacts with clients online through instant-messenger chat boards, while synthesizing and organizing incoming comments or questions. She then relates any actionable items and guidance to the front room moderator through the use of a BlackBerry(r) device, in a process much like 'passing a note' into the focus group room'.
QuickGroups' reporting tools, branded as RealTimeReports(tm), provide clients with summary notes of the discussions in 30 minutes following the conclusion of each focus group, supplemented the following morning by a top line summary report with QuickClips(tm) video highlights of the previous day's key findings. The morning after the last group, clients receive an Executive Summary report with objective analysis and supporting video clips.
Vanderveer says clients are now managing so many projects that 'they often have no choice but to sacrifice their [on-site] participation in some cases... such as projects with super-charged focus group schedules. Through QuickGroups, we are making it possible for clients to re-engage with their research'.
ActiveGroup, a pioneer in video streaming focus groups, has broadcast over 42,000 hours of live research through the conduct of more than 7,200 projects and is online at www.activegroup.net . V2 GfK is at www.v2gfk.com
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