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Interactive electronic group research Definition

Research in which participant's hand held device relays their individual responses to a computer.

Interactive electronic group research refers to a method where participants engage in group discussions or activities using digital platforms, often in real time. This approach blends elements of traditional focus groups with online technology to enable dynamic interaction and immediate feedback.

What are the key aspects of interactive electronic group research in marketing research?

• Conducted via online platforms or in-person with electronic interfaces.
• Allows for anonymity or identified participation.
• Supports real-time polling, chat and collaboration tools.
• Encourages simultaneous input from multiple participants.
• Can be synchronous (live) or asynchronous (delayed).

Why is interactive electronic group research important in market research?

It enhances participant engagement, increases honesty through anonymity and allows for rapid data collection and analysis. This method is especially useful for gathering diverse opinions, testing creative concepts and exploring complex topics in an interactive format.

Who relies on interactive electronic group research in marketing research?

• Qualitative research firms.
• Innovation and product development teams.
• UX researchers.
• Health care and B2B researchers.
• Insights teams seeking fast, collaborative input.

How do market researchers use interactive electronic group research?

Researchers use this method to conduct concept testing, explore consumer attitudes, facilitate brainstorming sessions and evaluate marketing materials. Platforms may include online communities, chat-based systems or tools that combine video, text and visual inputs.