Mozaic Group:

Online Research Methodologies

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Geographic Diversity

More Data from Each Respondent

More Convenient for Respondents and Observers

Capture Insights “In the Moment”

Anonymity Breeds Honesty

Benefits of Online Qualitative

• More success with hard-to-reach

audiences

• More geo diversity without added travel

time or expense

• No sharing “air time” with other

respondents

• Flexible masking of responses to

minimize group influence but still allow

interaction

• Study can span hours, days, or weeks

• No time away from home/office for

respondents

• Easier to fit into respondent’s schedule

(no travel time required)

• No travel for observers

• Remote participation (at home, at work,

while shopping, etc.)

• Mobile platform means participation truly

anywhere

• Minimizes fear of judgment/social

acceptability

• Minimizes competitive tension

• Often encourages greater depth in

responses

Mobile Market Research

Description

Participants download an app onto their

Apple or Android phone or tablet.

This allows them to provide a snapshot of

their day as they interact with a product, retail

environment, or try a new technology. They

can provide immediate feedback using

pictures, videos, text & voice.

Benefits

Respondents provide their feedback in real-

time as they shop, buy, or use the product in

its natural setting.

Example

For a leading mobile phone manufacturer: Over a period of 3

days consumers used words and video, to document all the ways

the used their mobile phones. This create a unique portrait of the

connection between consumers and their mobile devices.

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Online Diaries

Description

Participants log into an online platform

several times each day.

The moderator interacts frequently

with participants, giving them tasks,

following up with probes, asking for

more detail.

Example

For a major tablet manufacturer: In-home product placement of two different tablet designs.

Over a three week period consumers worked and played with both tablets and sent in stories and

pictures showing what they liked and disliked.

Respondents also participated in “quantitative” polls pushed out throughout the platform.

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Benefits

Real-time responses, with rich and

accurate detail. Can be carried out over

a prolonged period of time so

respondents can perform complex tasks.

Webcam Focus Groups and IDIs

Description

By using webcams, traditional focus

groups or IDIs can be replicated online.

Clients can view remotely and text with

the moderator as the groups take place.

Benefits

Ability to recruit respondents without any

geographic constraints.

Respondents can view, and even mark-up

presentation materials.

Example

For a global Fortune 1000 technology company: Conducted a combination of IDIs and focus

groups to test ads with senior IT professionals from enterprise size organizations from across

the country.

Exposed respondents to a wide range of print and broadcast concepts in a secure environment.

Viewed in real-time by client teams in US, Europe and Asia.

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Bulletin Board Focus Groups (BBFG)

Description

Utilize a text based platform .

Can be time constrained (like a

traditional 2 hour group) or take place

over several days.

Benefits

Do not require any additional

technology (e.g., webcams).

Many people are more comfortable

typing than being recorded by a camera.

Easy to pull in respondents from

multiple geographic areas.

Example

For a global Fortune 1000 technology company conducted a combination of IDIs and focus

groups to test ads with senior IT professionals from enterprise size organizations from across

the country.

Securely exposed respondents to a wide range of print and broadcast media.

Topline Summary & Debrief

Wave 2 BBFG

Team Debrief & Revisions

Wave 1 BBFG

Recruit

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Iterative BBFG

Description

Participants react to stimulus (concepts, messaging, creative executions) at their convenience

during a 24-hour period.

The moderator and client-side stakeholders observe carefully and formulate ideas for

refining stimulus.

A revised set of stimulus is re-tested with a fresh group of respondents, again over a 24-

hour period.

Benefits

Unique opportunity to test, refine, and re-test.

Quick-turn results.

Convenient for any number of stakeholders in any location.

Global Telephone IDIs

Description

While not “online”, this more traditional

methodology leverages some of the

benefits of online research.

Using simultaneous translators, a US

moderator can conduct interviews with

respondents around the world.

Benefits

Provides much more consistent research

quality – with the same moderators

conducting global interviews.

Fast to set-up and execute.

Example

For a global Fortune 50 company: Conducted 100 in-depth telephone interviews assessing

satisfaction among major corporate customers in 10 different countries.

Recruiting and interviews completed in only a few weeks.

Researcher

Client

Simultaneous

Translator

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A few slides on the Mozaic Group

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Qualitative Research

Capabilities Naming and

Ideation

Message

Validation

Positioning

Brand

Imagery

Qualitative

Studies

Product

Innovation

Value

Proposition

Experience built through

thousands of groups and

IDIs.

Deep experience

working with many

different markets and

industries.

Meticulous project

management.

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Online Research

Capabilities Online

Diaries

Video

Groups

Online

Usability

Mobile

Research

Online Methodologies

Virtual Shelf

Space

Interactive

Package

Design

Immediate consumer

insight in the store or

home – not in a research

facility.

Research without

geographic barriers.

Methodologies in tune

with how consumers

communicate.

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Quantitative Research

Capabilities Message

Testing

Market

Sizing

Brand

Equity

Market

Demand

Quantitative

Studies

Pricing

Satisfaction Advanced multivariate

techniques.

The cutting edge data

collection methods.

Powerful market

segmentation and

pricing models.

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Global Research

Capabilities In-Person

Qualitative

Multi-

Language

Surveys

Emerging

Markets

Europe

and Asia

International

Studies

Remote

Qualitative

Premier

Local

Partners

Research on six

continents and in over

30 countries.

A single point of contact

for your global project.

Premier local partners

anywhere in the world.

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Boomers & Seniors

Teens and Tweens

Retail Enterprise Technology

Financial Services Consumer Technology

Some of the markets we serve

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A Few of Our Clients