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20|20 Tool Seeks First Impressions
In the US, online qual specialist 20|20 Technology, a division of 20|20 Research Inc., has announced the launch of QualLaborate 2.0, a software platform built specifically for concept evaluation and image mark-up.
QualLaborate 2.0 works inside 20|20's QualBoard platform. It functions by exposing respondents to visual stimuli via bulletin boards and asking them not only for their response by way of positive and negative comments but also for their 'gut reaction' through a feature called First Impression. The firm says this gets round a common problem with qualitative responses being 'vague' or 'equivocal' and gives the researchers a qualitative 'metric' with which to evaluate the more in-depth feedback collected using mark-up tools.
Isaac Rogers, the firm's Head of Innovation, explains: 'Collecting research feedback about visual-based material has always been challenging. In fact, it's traditionally been built around quantitative tools. But now, QualLaborate allows qualitative researchers to get rich, detailed feedback about new product ideas, advertising and design concepts, storyboards, wireframes and any other type of visual stimuli.'
QualLaborate is available at no charge through September 2011.
Web site: www.2020research.com .
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