In-the-Moment Research

in-the-moment-researchDialsmith has been helping marketers and communicators uncover critical “moments of truth” through our in-the-moment dial testing solutions for over three decades. Our products and services combat some of the most common challenges of traditional focus groups, such as recall and group-think, while providing deeper insights driven by moment-to-moment results. Want more information about how dial testing can help you find critical insights in your next study? Take a look through our in-the-moment research resources below, or contact us for more information.

In-The-Moment Research Products & Solutions

Solutions by Dialsmith

Dial testing gives you access to real-time data that tells you what your audience is thinking and feeling in-the-moment. Tapping into these experiences as they happen uncovers critical “moments of truth” that drive deeper, more focused qualitative discussions and impactful results. Dialsmith provides best-in-industry dial testing solutions to researchers across various industries: media and entertainment, marketing and advertising, political and public policy, litigation, CPG and more.

Products by Dialsmith

Dialsmith develops, sells and supports the best-in-industry dial testing solutions for in-person (focus groups and live events) and online research (surveys, focus groups and communities).  We also provide a full range of consulting services for both in-person and online dial testing focus groups. 

In-The-Moment Research Resources

Webinar (On-Demand): Beyond the Dials: Moving Moment-to-Moment Research Online

Presented originally at the 2014 CASRO Technology & Innovation event

Traditionally, “moment-to-moment research” has been conducted offline with groups using dials. Recently, to meet client demand for larger samples, faster turnaround and cost efficiency, moment-to-moment has moved online. In this presentation, find out how HSN, a company at the forefront of this mode of research, has utilized new online tools and approaches to engage its consumer community and understand how community members feel in the moment about what they’re seeing, hearing and experiencing.

Webinar (On-Demand): Revelations in Moment-to-Moment Research

Seen on CNN, CNBC, Food Network as well as used behind the scenes by countless global research firms; used as standard practice for evaluating television programming and political messaging; relied upon to help elect every U.S. President since Ronald Reagan; critical in determining which ads air in the $4 million Super Bowl spots; a mainstay in helping lawyers prep for high-stakes court cases.

We’re talking about Moment-to-Moment research—the method of gathering and analyzing continuous audience feedback. This method is relied upon by researchers across a range of industries to understand how their audiences feel in-the-moment about what they’re seeing, hearing and experiencing.

We’ve gathered a trio of seasoned experts, all of whom have revealing stories to tell of their use of Moment-to-Moment and how it has impacted (and will impact) projects past, present and future. Join us as they share their insights, compare notes and respond to your questions about their experiences using this methodology.

Free eBook: Essentials of Moment-to-Moment Research

This eBook provides practical, field-tested advice, tips and insights from researchers who have been using the Moment-to-Moment methodology in their own consulting projects for years. It’s written as a helpful and easily reference-able resource to help the research community get the most out of the methodology and to address some of the most common questions we hear from clients.

Report: Portland’s Tech Professionals React to CES Keynote by Yahoo CEO & President Marissa Mayer

Yahoo made a big splash with the hiring of technology rock star Marissa Mayer. One of Mayer’s first tests as the face of Yahoo was the keynote address at the Consumer Electronics Show (CES). We organized a dial testing focus group of tech professionals from Portland, Oregon to rate Ms. Mayer and Yahoo’s performance.

DIAL.LOG Blog: 10 Revealing Quotes about Moment-to-Moment Research

Dialsmith recently published an eBook, “The Essentials of Moment-to-Moment Research.” As part of the research we conducted for this project, we interviewed a number of researchers who have extensive experience with the Moment-to-Moment methodology. Those researchers provided unique insight into the value of using Moment-to-Moment and how it can be applied to provide meaningful and actionable feedback to their clients. We’ve compiled the most revealing quotes from those interviews.

DIAL.LOG Blog: 10 Ways Dial Testing Will Improve Your Research

For as long as dial testing has been a mainstay of global market, media, and public opinion research, its uses and benefits still remain a mystery to some. Whether to eliminate groupthink, quantitatively validate an idea, or drive deeper and more meaningful group discussion, dial testing can play a critical role in focus group and survey research. To help introduce (or re-introduce) you to the dial testing methodology, here are 10 good reasons why it should be part of your research mix.

DIAL.LOG Blog: The Psychology Behind In-The-Moment Market Research

Part I & Part II

Here at Dialsmith we’re all about being in-the-moment. Not so much in the “carpe diem” way, but more so as the market research methodology—seeing how our solutions and services help clients understand the in-the-moment perceptions, thoughts and feelings of their audiences and consumers. That’s why our “spidey sense” went nuts when we stumbled upon this keen Sumo Insight article by Dr. Ali Goode that delves into the psychology behind in-the-moment research and why it is a growing focus of market research. Some of the common themes and findings Dr. Goode hits on in his article are the similar to ones our Dialsmith team has presented at industry events as well as in discussions with clients and partners.

Given our shared interest in in-the-moment, we followed up with Dr. Goode to dive deeper on this topic and hear more about his personal experiences using in-the-moment market research. A lot of great detail in this chat so we’ve split it up into two parts.

DIAL.LOG Blog: Delving Deeper into Emotional Response and Moment-to-Moment Testing with Sarah Evans and Joy Hackenbracht

We’re always on the lookout for expert insights and opinions on moment-to-moment research.  A recent article entitled, “Hooked On A Feeling: Implicit Measurement of Emotion Improves Utility of Concept Testing” in the current edition (4th Quarter 2014) of MRA’s ALERT! Magazine caught our attention. The article’s authors, researchers Sarah Evans, PhD and Joy Hackenbracht, PhD of Fors Marsh Group, offer a convincing argument for why measuring emotional response is critical to understanding our decision-making and therefore, “invaluable in the creative message process.” Drs. Evans and Hackenbracht go on to argue in favor of moment-to-moment testing in addition to self-reporting techniques (we certainly agree!) and describe an emotional response study they conducted using multiple modes of moment-to-moment data capture—a physiological method using electrodermal activity (EDA) as well as dial testing—and provide an interesting comparison of results.

With their experience using multi-modal, moment-to-moment approaches, we thought it interesting to go more in-depth with these two researchers to learn more about their experiences with these approaches and the type of results they’ve produced.