ORC Launches 'Out of the Box' Technique in US

Opinion Research Corporation (ORC) has rolled out its Out-of-Box-Experience (OoBE) research service in the States to allow clients to view firsthand how their customers react to a new or existing product from the moment that they receive and open the box.

The service was pioneered by the firm's UK division, ORC International, to track consumers' first impressions of unpacking, assembling and then using electronic equipment such as computers, cameras and handheld devices.

Feedback from focus groups is used to provide product development intelligence prior to launch. These sessions take place in a purpose-built viewing facility where clients can watch the session behind a one-way mirror.

'Testing a product before taking it to market can determine its ultimate success,' said Manuel Flores, Director of Technology Strategies at Opinion Research USA. 'The Out-of-Box Experience provides companies with a ready-made facility to gauge the opinions of their target audience, see consumer reactions first-hand, and make improvements before launching a product with potential usability issues to market.'

Founded in 1938, Opinion Research Corporation was acquired by database marketing firm infoUSA last December (www.mrweb.com/drno/news6215.htm ). The firm is headquartered in Princeton, New Jersey and also operates in London, Manchester and through Washington-based ORC Macro. It is on the web at www.opinionresearch.com .

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

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