REAL TIME RESPONSE
Measuring opinions in real time for instant results
The Lake IRM is a system that measures respondents opinions of stimuli in real time.
More commonly known as the peoples monitor or more recently in the election confrontation between the leaders of the three main parties as the ‘worm’, the system records the reaction of respondents to stimuli such as adverts, TV and radio broadcasts etc.
The system allows respondents to record their reactions to / opinions of these stimuli as they happen.
The results of these reactions can be replayed over the top of the stimuli to probe the reasons for respondent input – ‘why did you all react positively to that scene’. This can be carried out in a focus group situation in order to increase the depth of qualitative information or in a quantified way to determine the most positive sectors, means score by sector/scene etc.