Customer in the Room works very well for clients trying to understand which concepts/ ideas will be the best for their brand, with feedback in Real-time, directly from their target segments.

Preparing before an event
The Fly team will pre-invite 200-500 relevant panelists (customers/ non-customers) to be available on the day of the test. Fly will also set up an appropriate survey tool and ensure everything is technically working, so it can be simply populated on the day with questions.

On the day of the event
Fly’s trained and experienced "Innovation researchers" and "qualitative experts" will run the brainstorming workshop and will channel questions, new ideas and concepts to the pre-recruited target audience.

The early responses are strong guides and will typically take just 30 minutes.

Most importantly, this session is very useful for killing "bad ideas quickly", saving the client money and focusing on the more promising and productive ideas. Usually the concepts that score below a threshold of 50 interviews are not used (though they can be refined and re-tested once improved).

After the event ends
After the event ends, we provide feedback and full cross-tabs on all concepts and questions to the client team attending the meeting in order to spark more ideas and fine-tune existing ones. This helps clients improve idea quality significantly as well as accelerate innovation.

• Speedy decisions – Using Customer in the Room will ensure you don’t need to wait weeks for research results, or to reassemble the executive group to make decisions, everything can be done in a day. Immediate quantitative feedback shrinks development cycles massively which leads to faster evolution of the entire organization.
• Real-time feedback – As responses come back we display them in Real-time for clients so it can be directly fed into their strategy. In addition to this, we also usually present the findings (ranking of ideas, the verbatim feedback, etc.) with full analysis and recommendations as per client requests.
• Good ideas and bad ideas – Innovative decisions are based on a solid customer research foundation and all popular concepts will go on to get a full demographic sample. We think it’s extremely important to kill the bad ideas or concepts quickly if they are below a certain threshold score so clients don’t waste additional resources and budgets on these ideas.
• Better organisational momentum – This ensures better use of time that client teams spend in workshops, which makes the whole process very productive. There’s time for brainstorming, as well as making decisions, and evidence to back up decisions.
• Cost savings – This research is not only fast and innovative, but also extremely cost efficient, for the price of a few focus groups, we provide hard quantitative and soft qualitative feedback on up to 50 concept/ product ideas, giving clients the opportunity to test more concepts.

Customer in the Room can be run as half day, full day or 2-day sessions. We tailor the research around client requirements so it can be customized. We provide feedback and full cross-tabs on all concepts and questions to the client teams, shortly after the session ends.

In addition to this detailed results can be delivered in Excel, SPSS and PowerPoint files a few days after, depending on the client requirements.