This gives RIVA's clients the chance to hear honest assessments, first-hand, from target groups they are trying to reach. Eight to ten respondents meet for a single two-hour session in a mirrored research facility. They are paid for their time, and a trained moderator conducts the session. Mini-Groups and Ad Labs. One-hour sessions are held with consumers who discuss issues or review a series of advertisements to determine relevance and effectiveness.
Respondents listen to legal arguments and case points.
They vote on these points and comment on what influenced their decision. This approach pinpoints nuances to help lawyers evaluate case strategies.