Civicom Webinar on FRONT ROW™ Delivers the Best Seat in the House
Greenwich, CT USA, June 3, 2014
Civicom Marketing Research Services has hosted a sneak preview of their new research tool FRONT ROW™ – a mobile internet-driven research solution that allows live, two-way, remote interviews using a smart phone or tablet. The company demonstrated Front Row™ through a client webinar entitled, Welcome to the FRONT ROW™: Your Research Has the Best Seat in the House.
Attendees at the webinar, held on May 20, were impressed with what they saw. Participants were given the chance to experience how respondents using a mobile device linked to a researcher’s computer via proprietary software are able to engage in a live, remote research interview in real time, while showing their behavior as it actually happens in the moment, rather than reporting that behavior through recall. This capability is one of the most up-to-date mobile qualitative research techniques.
Researchers observe and direct the interview from their own computer, all the time watching and recording what the respondent is engaged in. Researchers can hold interviews with respondents in kitchens, bathrooms, bedrooms, offices, playrooms or garages – All without leaving their desk.
The Best Seat in the House – Anywhere and Everywhere
FRONT ROW™ is Civicom’s latest addition to its growing family of market research applications. FRONT ROW™ enables interviews to be conducted anywhere there is WiFi. Since everything is done online, the interviewer and the interviewee have the potential to be on opposite sides of the globe as the activity takes place. Since WiFi capability varies, Civicom Marketing Research Services screens and tests all project respondents to make sure it is possible for a Front Row interview to take place.
Front Row™ lets researchers hold interviews with respondents in kitchens, bathrooms, bedrooms, playrooms or garages – all without leaving their desk.
The use of webcams and streaming video technology in compact form gives new meaning to the term mobile qualitative. Live video, shot using a webcam, adds a new and very insightful dimension to the interview because the subject can now let the researcher see actual activity in relation to buying habits, brand preferences, and other study factors. The subject can be in his natural element and going about his daily routine, even as the interview is underway.
This becomes significant because in-the-moment purchases, use of products, or consumption of foods and beverages, for example, can be viewed and studied in real time, without having to use any professional video equipment or to engage in ethnographic site visits.
The Front Row™ webinar successfully showcased the capabilities of online communication platforms. The event served to highlight the impact and importance of a modern mobile internet infrastructure as a very cost-efficient and practical tool for doing business and business-related endeavors.
About Civicom Marketing Research
Civicom Marketing Research is a global innovator in qualitative research tools using the latest technology solutions for marketing research. The company works hand in hand with market research firms, facilitating telephone and web-based IDIs and Focus Groups using Civicom CyberFacility® to enable projects to have extensive, global reach.
Civicom® also offers Civicom InSitu® Mobile Qualitative Research. Civicom operates globally in 96 countries and offers extensive translation services for marketing researchers, as well as transcriptions through TranscriptionWing™, and respondent recruiting through CiviSelect™.
To learn more, email Civicom® at inquire(at)civi(dot)com or call +1-203-413-2423.