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In today’s digital customer-centric society, advertising agencies are under pressure to produce effective, highly targeted commercials quickly. At the same time, traditional research methods for ad tests are too slow to keep up with the tight deadlines imposed by companies operating in Internet time. To meet this challenge, market researchers are moving ad testing to the Web, via online focus groups.
While many of the tasks of online focus groups are the same as the traditional sitdown—recruiting, preparing a discussion guide, moderating and analyzing results—online units offer several key advantages over more conventional gatherings:
•Online discussion provides geographic dispersion in every single group.
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