To have a better use, in the company, of the consumer's needs by making a video based on a qualitative group.

Always near to the consumer, especially for focus groups. In order to go further to the correct-consumer talk, PLM Market Research recommends a moderation using a mix of projective phases and rational phases.

  If we are to study the consumer, or group of consumer's reaction towards a product or a service proposition, we have to deal with three levels of attitude that we can define as follows:

The in depth attitude
We are even not spontaneously conscious of it, but this in depth attitude will motivate our predisposition to a new product or new service.

The non confessed but conscious attitude
We shall not disclose during an interview, but we are clearly conscious of it (it mainly concerns sex, money, politic, religion, etc)

The confessed attitude
We shall not hesitate to tell the truth to any interviewer, but this may also be only a take attitude.

Effigroups® are especially dedicated to explore conscious attitudes and in depth attitudes with consumers or prescribers towards a new product or new service.

This search for in depth attitude, even if very interesting, requires some specific skills.

Our human minds according to 4 main functions (Jung's functions).


These four functions are to be found in each person, but with proportion that can vary from one to an other one. It is also to be noticed that there is no bridge between these functions. No function can explain the next one.

This is the reason why the moderation methods are directly linked to the target groups. These projective techniques are also adapted to the exact problem going from:


Rationalisation after each projective game
- Movie scenario
- We tell a friend
- Questions we still have after the group

4 cameras for a better viewing
This allows a much better quality of filming, including accurate shots on the speaking person, or special shots on the way a person will use a new devise.


Individual opinion is also encouraged
During these focus groups it is sometimes necessary to ask for written individual reactions
- in order to compare with what they have said in the group discussion
- in order to slow down a group which is heating
- in order to neutralise an opinion leader

Particular case: Gang Research
Sometimes, the final aim of a focus group is to fill in a questionnaire which is particularly long and request a moderator to help (often helped by one or two assistants) . Gang Research

In all cases, our client can attend this groups thank to a good quality closed video system. Specific shots can also be included in the report, when particularly attractive: That is what are call the animated reports. PLM reports.