- Use to avoid group member’s contamination and get instant results as to their evaluation of a concept, commercial, logo, movie, or TV show
- Instant collection of opinions spares time that can be used to dig further into the whys of such opinions.
- Applies mainly to qualitative research. Uses remote control like devices where group members record their opinions directly and anonymously on a screen. Results are produced instantly. They are not influenced neither by who speaks first, or who is the domineering person in the group.