Real-Time Audience Response dial testing research

Download our dial testing brochure by clicking here.

Real-Time Audience Response (RTR) is a unique offering by Crosby|Textor. Its increased scope for analysis, presentation and impact makes it a truly ground-breaking way to look at the perceptions of target audiences and markets. A Real-Time Response session is more conducive to extensive language testing than a traditional focus group; it allows more respondents, a “shared viewing” experience and uses interactive technology to engage your target market.

No other research methodology gives you a second-by-second read on what's on the viewer's mind, and whether they like what they see.

The advantages of RTR dial-testing technology

•  Short, high-impact presentations

•  Reliable results

•  Identify the right language to use

What it can be used for

These are just a few of the ways in which we can use the dials to help our clients:

•  CEOs' speeches and presentations

•  Uncover the right language

•  Shared viewing audience research

•  Engaging 18-24s

•  Understanding brand-programme synergies

•  Ad/presenter testing

How dial testing works

Using Crosby|Textor's Real-Time Response dial testing technology, a group of 20-30 carefully chosen respondents will respond to every word, every phrase and every visual idea contained in stimulus, on a second-by-second basis. The technology works by giving each respondent a hand-held dial which they turn to indicate levels of favourability to a set of specific prompts and questions.

Here's what a sample result of a Real-Time Response dial session might look like:

Our Experience

Crosby|Textor is one of only around half a dozen companies globally to be able to offer this new kind of research. We are one of only two companies in the UK to conduct it and, we believe, the only company to combine focus group research expertise, Real-Time Audience Response dial-testing technology and the ability to provide strategic analysis from the results.