We pioneered the use of live dial testing in the UK in 2001 and have used it to test countless pilot and broadcast shows, ads and corporate communications. We typically hold live dial tests with groups of 40 respondents at i-View, our viewing facility in central London, allowing internal stakeholders to attend.
The respondents use hand-held dials to record on a scale between 0-100 their level of engagement with content: for programme-makers and creatives, the aggregated line provides a compelling, live read on how their audience responds to their work. As such it often confirms their own instincts, resulting in findings that are immediately actionable – we have also worked live with copy-writers, adapting text in the light of dial readings.
Crucially, we invite around half the sample to stay and share their experience of the show in focus groups. This allows us to access the broader context for their response, and to push for directional recommendations: from what would make them engage more with the content, to marketing and scheduling.
For our powerful, fully-remote counterpart see Online Dial Testing.
Traditionally at the heart of our work, qual research remains central to many Blinc projects – especially where context for audience/consumer behaviour and brand perceptions is required.
We specialise in quick turnaround projects that add real value, from overnight executive summaries on two focus groups, to complex combinations of numerous groups and depths, to innovative workshop methodologies and high profile work on sensitive issues.
Our face-to-face work uses all our experience and expertise and our Directors conduct the majority of our fieldwork. We’ve run groups in working men’s clubs and inner city schools, hair salons and Michelin-starred restaurants. We’ve conducted research on ferries and in church halls and we’ve explored social issues impacting on media use across the country.
Open Space is BLINC’s exploratory, respondent-driven research methodology of choice for when clients need to understand underlying trends and behaviours to inform strategy and creative decision-making. Developed in the 1980s as a problem-solving tool for business used by Boeing, AT&T Parks Canada, we have been using it since 2005 across all sectors including broadcast and automotive.
Explainer Vid: Open Space – In Their Words
BLINC offers online qual for the mobile age: whilst we can deliver clients live synchronous focus groups online, we are firm believers in the power of digital communities; groups of respondents who access questions and stimulus asynchronously via apps on their mobile devices.
Auto-ethnography in the form of video selfies brings clients face-to-face with a large and geographically dispersed sample, foregrounding audience language and bringing presentations to life with powerful filmed outputs.
Using our dedicated online qual platform, we alert respondents to new questions via email. We can direct questions and stimulus to the whole sample, to one part of the sample or even to one individual within it. And all the while we are collecting outputs: from verbatim discussion to video selfies.
Online Qual yields compelling feedback from a wide array of voices, without geographical constraints, quickly and affordably. All our innovative face-to-face methodologies, including Open Space, can be offered fully remotely.
Companies increasingly use film to communicate with staff across geographic and national boundaries. These films can be expensive to produce and frequently very little is known about how effective they are. We can use our range of tools, including on-line dial testing, to give you forensic feedback on what is working or not working and why. It only requires a small sample of the work force who can respond anonymously in real time as they watch the film.
Staff surveys can only go so far – they may (if you are lucky) highlight areas of concern, but they tend to lack detail and direction when it comes to better practices and solutions for the issues that arise.
This is where BLINCs anonymous and detailed staff interviewing can help. We use a series of tools (online and face-to-face) to establish trust and anonymity, allowing staff to feel safe and comfortable discussing issues that are otherwise hard to voice.