Q: What is the purpose of Opinion Tester dial focus groups?

A: If you have a show pilot, infomercial, or commercial for either TV or Radio - the purpose of Opinion Tester dial focus groups is to find areas where the audience can connect better with your message.  In doing so, the Opinion Tester dial focus group graphical overlays are important tools to see WHERE a show works and WHERE it does not. The discussion portion of the opinion testing dial group process tells us the WHAT of what can better connect with the audience and as we all know at the end of the day a stronger connection with your viewers most definitely leads to more sales.

Q: In the discussion portion of the dial testing we are interested in the type of discussion that really requires “laddering” to get in depth info.  Please fill us in on how you approach this and how in depth do you go with your focus group probing questions? 

A: We manage our dial focus groups well and have had no problem in generating answers to more probing questions.  At Opinion Tester the focus group discussion between the moderator and the respondent is largely determined by the respondents' own thoughts and feelings.  The discussions are seemingly unstructured and we encourage the free flow of ideas (there are no right or wrong answers). However, the client and Opinion Tester dial testing staff will develop a set of topics and clear objectives for the group so OT may facilitate at minimum the initial objectives.  During the discussion we do make the effort to develop and uncover attributes, consequences, and values by quickly developing and asking questions based on the previous responses.  During our dial test discussions we always try to dig deep enough to find the “emotional” associations of individuals.

Q: What education and experience do your focus group moderators have? 

A: Our focus group Moderators have a minimum of..

• A minimum of 10 years of focus group experience coordinating, managing, and moderating large nonbiased user study groups, market acceptance studies, product development workshops, dial focus groups and testimonial programs for the DRTV industry.
• Interpersonal Communication Certification
• BA in Human Studies
• Bachelor of Science Marketing 

Q: What will the graphical overlay I get after the dial test really tell me?

A: At minimum the graphical information will tell you where there is a very real disconnection or connection with your audience.  In addition, the power of the dial test graphical overlay is in deciphering the “Trends” of your target.  For instance, our experience tells us that if during and slightly after a price announcement the trend graph is still moving up then the price of the product could be listed higher. The same works in reverse – if while the price is being announced and the trend graph is going down – more than likely your price point is too high for the value the show is depicting your product at.  All of the information generated via the dials is important because it leads to the answer of what makes a particular show strong and or weak. 

Q: If I decide to re edit my show – is there a quick and cost effective way to get this done? 

A: Yes, once you decide upon the appropriate changes Opinion Tester will provide you a free re-edit consultation and a re-edit estimate.  Usually this can be up to 50% less than having someone else re-edit the show.

Q: How much does an Opinion Tester dial testing session cost?

A: We provide the best price available in the dial focus group industry.  We can do this because we do not use an off the shelf product and we do not have franchise or licenceing fees to cover  All components were developed exclusively for Opinion Tester.  Almost always our dial testing sessions cost less than a  viable on-air test.  Each dial testing project is tailored to the clients needs.  Some clients prefer complete reporting including 50 to 60 multiple choice questions answered via the dials in addition to the dial perception testing.  Some clients prefer to come to us with 3 or 4 shows at the same time for our quantity dial test session discount and some clients prefer to keep us on retainer with a minimum yearly number of dial testing sessions for us to test. The cost varies depending on clients needs.  Please contact us for specific pricing information by clicking on the contact us section of this website or by calling 714 850 9777

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Contact 714 850 9777