RTi PathwaysTM
A large group of respondents (usually about 50) are recruited to attend a live session where they spend about an hour responding to questions using wireless audience response technology in a classroom style setting. Then, a smaller subset of the group is selected to participate in a focus group immediately following the quantitative session. One of the most powerful elements of Pathways is that the focus group participants are chosen based on their answers they gave during the quantitative session (which are immediately available).
The primary benefits of using PathwaysTM are the compressed cycle time and deeper learning obtained through the process. Our clients also love the fact that the research process is brought to life as they and their business teams watch the real-time results of the quantitative questioning charted on monitors in the back room.
Additional benefits of PathwaysTM include:
- richness: reporting ties the qualitative and quantitative learning together,
- flexibility: allowing for changes to the questionnaire or stimuli on the fly,
- iterative process: learning in one session to be incorporated in the next,
- immediacy: action steps are immediately understood by the core business team.
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