The well-known phrase about the telephone, "The next best thing to being there," is right on target with Funk Seeds International. For this worldwide seed operation headquartered in Bloomington, Ill., the telephone has virtually changed the whole notion behind what this company means by conducting focus groups.

No longer does FSI gather its focus group participants in a common location to test its agricultural ad concepts, the purpose for which the firm has traditionally used the technique. As of three years ago, the firm began connecting all of its focus group participants all across the country by telephone. This occurs through a type of tele-conferencing system provided by an outside supplier which specializes in a telephone interaction research technique. The technique proved ideal when a tight deadline required prompt action.

"Market conditions demanded a quick turnaround on a particular series of print ads and management wanted a campaign launched in a month," explains Ken Rinkenberger, manager of marketing services at FSI. "It was a complex issue, so it needed testing."

Ad testing is critical for agricultural market researchers, especially this year when most companies will likely place fewer ads compared with last year. Since advertising frequency will be down, effectiveness must go up. It's important that those ads be on target.

One term describing this tele-conferencing technique is called telefocus. The particular supplier working for FSI controls the telefocus session from its New York office and provides a moderator and two technicians. One technician controls the phone lines of all the individuals involved and the second works for the client and keeps track of the time.

Normally three or four groups consisting of eight to 10 respondents are used to test a series of print ads. Rinkenberger says one of the biggest advantages of this technique is geographic representat...