Online Dial Testing
Our Perception Analyzer Online tool enables us to gather moment-to-moment feedback about a speech/debate/ad, prior to an online focus group conducted via Zoom.
We send respondents a link to an online survey prior to the session. Embedded in the survey—in addition to closed- and open-ended questions—are videos respondents watch and react to using our PAO tool. Respondents continuously move a slider back-and-forth along a zero-to-100 scale on their screens. The instruction looks like this:
We take a reading from every respondent every second, aggregate the data, and later show snippets of the respondents’ online dial test back to them during the focus groups. It looks like this:
Based upon the feedback from respondents, we refine the messages we’re testing, and make informed recommendations to clients. Depending up on the project, we can build an entire messaging platform, with deliverables that include a “what to say (and not say)-and why” matrix, an “elevator speech,” a full-length speech, a detailed report of key findings, and a multi-media presentation of top insights that includes video snippets from the dial tests. From start to finish, a typical project takes six-to-eight weeks.