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Uncover new insights about your new products
With BASES ChatterBox, now you can complement the learning from a quantitative BASES study with qualitative insights from an online focus group.
The groups take place in a “chat room” setting, typically with about 8-10 consumers plus a professional moderator to facilitate. In ChatterBox, you can flexibly probe issues at a level of depth that is difficult to do in a quantitative design. Since "hard numbers" don't always tell the whole story, you can use ChatterBox results to bring issues to life and supplement your learning with a rich set of qualitative insights
How does BASES ChatterBox work?
BASES identifies consumers at the end of interviews who would be willing to participate in follow-up discussions. We work with you to develop selection criteria, and we recruit appropriate consumers for the groups. We can work with a moderator of your choice or coordinate the project with one of our preferred moderators.
During the on-line session, you participate as an observer, invisible to the respondents. You experience the feedback first hand, and communicate with the moderator in real-time to ensure that your issues are fully addressed. Finally, transcripts of the entire session are saved and delivered to you for further analysis.
With BASES ChatterBox, marketers can:
- Add qualitative insights to BASES results
- Access key target groups with specific respondent profiles
- Analyze rich verbatim commentary to fuel copy development strategies
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