1. Methodologies Utilized:
 Online bulletin board/focus group
 Social media recruitment
 Usability/UI/UE
 Quantitative
 Unique methods/custom
user-friendly market research™
CASE STUDY
ThoughtCast vs. Traditional Focus Groups

2. user-friendly market research
Project Background
An advertising agency working with a major
jewelry retailer requested a research project
to test out concepts and advertisements for a
new line of engagement rings.

3. user-friendly market research
Client Objectives
This client wanted to explore what the
engagement ring purchase process is like for
couples in their major markets. We sought
opinions of males who were currently shopping
for engagement rings without their girlfriend’s
assistance, as well as females who planned on
helping their significant other choose their
engagement ring when the time came.
Ultimately, the client wanted to use
participants’ insights to test concepts and
design an ad campaign for the new line of rings.

4. user-friendly market research
The Challenge
The client wanted to conduct in-depth-
interviews with the target segments from their
three largest engagement ring markets in the
U.S. However, the client had a very limited
budget that barely covered facility costs and
travel to their three key markets, let alone any
valuable research insights.

5. user-friendly market research
Our Approach
We proposed a more budget-friendly research
option: an online ThoughtCast discussion that
would allow our client to reach consumers in all
three markets without any of the costs for travel.
Our client could sign in to the research discussion
at a time of their convenience to read participant
responses and request additional moderator
probes as necessary rather than sitting in a back
room as an uninvolved observer. Using the online
methodology, we were able to talk to 30 people
from three different markets for 90 minutes over
the three-day discussion. The online bulletin board
methodology provided a richness of responses
incomparable to the feedback we receive from in-
person focus groups – the discussion transcript
was more than 200 pages long!

6. user-friendly market research
The Outcome
Our client was thrilled. Using our recommended
ThoughtCast approach, they were able to
maximize their research budget and really got
more bang for their buck. With ThoughtCast, we
were able to ask more people more questions for
less budget than we could with traditional in-
room research. The client was able to take our
research findings and put together a successful
advertising campaign for their new engagement
ring line.

7. user-friendly market research
The Upside
We worked with the client to understand their
needs and made recommendations that best fit
their desired research outcomes. We used
technology to our advantage and helped our
client get the feedback they needed at a price
that fit their budget. By working with our client’s
budget constraints and using them to our
advantage, we provided a method that allowed us
to exceed our client’s expectations and proved
that we’re always looking out for our clients’ best
interests.

8. user-friendly market research
Thank You!
Contact us with questions or to request a proposal
212.660.0110
info@goodmind.net
www.goodmind.net
Follow us on Twitter: @goodmindMR