iQ

iQ™ is an online survey tool in which a TV experience is embedded into an online survey, using a model of a TV, and a remote control that the participant can use to control the experience.

In this way, red button ads, Electronic Programme Guides, and any video-centric experiences can be tested, and interacted with, by a large base of respondents.

iQ is Flash-based, and is therefore extremely flexible in emulating a broadcast or interactive environment. Using the relevant remote control (eg a Sky remote used for red button concepts) respondents can select and use content on the TV screen in the way that they would on their TV set at home.

Interspersed with the screens, Decipher can present a series of question pages related to the content just reviewed.

In this way, Decipher are able to take respondents on a journey through the content concepts while gathering significant data through traditional online survey techniques. Decipher are also able to present groups of respondents with different stimulus and different questioning routes to test a number of concepts and compare their performance.

iQ has been used in concept testing for Sky, Virgin Media, Channel 4, ITV, the BBC, Yahoo!, and Microsoft.