The audience response system has allowed researchers to take advantage of the benefits of both quantitative and qualitative research using a hybrid methodology. A large group of respondents are gathered in a room where they are first surveyed on their attitudes quantitatively. Respondents are furnished with a wireless handheld keypad in which they can key in their responses to a questionnaire. Utilizing this technology, attitudes can be measured toward brands, consumer behaviors, experiences as well as a variety of stimuli, such as packaging designs or advertisements. Respondents can also rank order items based on any criteria, such as a group of stores by quality or product attributes by order of importance.

Additionally, brand image can be assessed through what is referred to as our active and passive involvement indicator. Here several groups of adjectives are presented, and respondents select the one that most closely represents their feeling toward, for example, a brand. Through these tests, the attributes most closely associated with a brand can be revealed, which can be used to design marketing campaigns.

The results of a questionnaire are tabulated in real time and displayed as easy-to-read charts and tables. Data can be merged from multiple sessions and dissected along demographic variables, yielding statistically significant data.

Once this portion of the research is completed, traditional focus groups can be conducted that are guided by the results of the quantitative segment. The data can be reviewed immediately allowing qualitative follow-ups to the survey data. The groups can actually be organized into segments sharing similar attitudes. This provides a more efficient means of getting to the heart of the matter.

The methodology combines the statistical power and projectability of quantitative research with the sensitivity and depth of information tendered by qualitative research. The survey portion answers the question of what is the general consumer opinion, while the qualitative portion answers the question of why they hold that opinion.

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