UMR are expert practitioners of the Perception Analyzer (PA), which is a state-of-the-art electronic system of wireless dials that captures participants’ honest and unbiased responses to communications materials.
Typically used in a focus group situation, it is best suited for evaluating continuous material such as speeches and television and radio advertising.
Rather than relying on participant recall, the system records immediate reactions to the material being tested. It can then be played back and analysed second-by-second to determine what works and what doesn’t.
One important benefit is that it reveals the views of all participants, regardless of how outspoken or quiet they are by nature.
It is important to note that UMR moderators do not rely solely on the PA to evaluate material. Rather, they use it to help direct lines of questioning and place responses into a contextual framework.
The PA is a highly portable and flexible tool that consists of hand held dials which have a wireless connection to a lap top computer.
