01BEFORE
Objectives
The study's objectives, each with the question it answers. The analysis and the report's chapters start here.
ELSEWHERE · the study is designed around the material, not around the decision.
01 · THE PROMISE · 360 FOCUS GROUPS, SANTIAGO, CHILE
What they said, who said it, and at what minute.
We run the whole focus group, recorded in 360 with one microphone per person. WR3, our software, ties every finding to its verbatim quote and the exact minute to watch it.
See a sample report+20YEARS OF WAV
+600PROJECTS
02 · THE PROBLEM
Around a table, each microphone hears its neighbors best.
That is why qualitative reports misattribute, or don't attribute at all. One quote in the wrong mouth is enough for the board to doubt the whole study.
11
of 120 seconds
was the microphone's owner the loudest voice on her own microphone, in a two-minute window of a real focus group.
1
in 10
quoted people was attributed in a report built by hand from a single room microphone.
The worst error is the silent one. A doubt is always better than a guess.
03 · THE PROOF
Nothing goes into the report without the words that said it.
Tap a claim and you see the quote word for word, the profile of who said it and the moment in the session. No quote, no finding.
90.4%AGREEMENT WITH HUMAN REVIEW ON WHO IS SPEAKING
CASE · CAR BRAND · ANNUAL CONTRACT, FOUR WAVES
38 of 38
named quotes correctly attributed in the audit of the latest delivery. The client awarded us the annual program in a tender.
FINDING 33 TABLES · 7 QUOTES
Range stops mattering after a real test drive.
“I drove it for a weekend and the range never worried me.”
“If they tell me 400 km, I think 300.”
“I drove it for a weekend and the range never worried me.”
04 · THE ROOM
From focus group to report, without losing a word.
- 01RoomWe record in 360 and every participant wears their own microphone. Our moderator runs the session with your guide.
- 02WR3It syncs the tracks, separates who is speaking and transcribes. A person reviews every doubt.
- 03DeliveryEvery finding ships with its verified verbatim quote. You get the report, deck, video and action tracker.
05 · THE SYSTEM · SEVEN PANELS, ONE WAVE
From objectives to delivery, in a single system.
Each panel keeps a record and feeds the next. What others do with spreadsheets, emails and weeks of manual work is connected here.
Moderator guide screen: acts with their minutes, blocks with their form, and proposals from the previous wave.
Recruitment screen: confirmed people against each table's target, and the invitation funnel.
Review screen: 360 video, one track per microphone and the queue of doubts a person resolves.
Analysis screen: an approved finding with its verified quotes, the speaker's profile and the minute in the video.
02BEFORE
Moderator guide
Acts and blocks with their format and minutes. It learns from every wave: it measures which blocks made it into the report and proposes changes a person approves.
ELSEWHERE · the guide is handed down from wave to wave and loses questions at every handover.
03BEFORE
Recruitment
Seats per table by profile, invitations by WhatsApp and email with a personal link, automatic confirmations and reminders, and confirmed people tracked against each table's target.
ELSEWHERE · spreadsheets and one call at a time.
04BEFORE · IN THE ROOM · CLOSE
Forms
Three moments per person: before, at the table with a written note nobody reads aloud, and at the close of the session. Every figure with its real n.
ELSEWHERE · a single survey, mixed up with what the group said.
05IN THE ROOM
Participants
Each microphone with its person and role, and every microphone swap with its time. If something went wrong, you fix it from the recording.
ELSEWHERE · nobody knows for sure who said what.
06OVERNIGHT
Processing
One button per wave: it syncs each microphone with the 360, separates who is speaking and transcribes on your Mac. What it can't decide stays a doubt, never a guess.
ELSEWHERE · weeks of manual transcription, or an AI that guesses in silence.
07DELIVERY
Analysis
Findings with their verbatim quote, checked word by word against the transcript, with profile and minute. The English never ships with Spanish words in it; report, deck and tracker in both languages.
ELSEWHERE · hand-picked quotes and translations done separately.
08YOUR WAVE
All connected.
See the seven panels at work on a sample study, from the guide to the report.
See the demo06 · WHAT YOU GET
Files to decide with, not one more login.
01
360 video
Every session in full, with English subtitles and each person's clean audio.
360 MP4 · 3840×1920 · ENGLISH SUBTITLES02
Report
Findings with their quote and clip, plus survey charts, in Spanish and English.
WEB + A4 PDF, ~20 PAGES · ES AND EN03
Deck
One slide per claim, ready to present to the board.
PPTX + PDF · ~19 SLIDES · ES AND EN04
Action tracker
What to do, by when, and the evidence behind it.
ES AND EN07 · THE LOOP · RESEARCH, LISTEN, ACT, MEASURE
A one-off study gets filed. The loop measures whether anything changed.
Each wave ends where the next one starts: what gets measured comes back as a question, with the same criteria.
- 01 · RESEARCH
The decision first
We start from the decision you are about to make. The objectives, the moderator guide, recruitment and the pre-survey all come from it.
- 02 · LISTEN
The room
One microphone per person, a 360 camera and a written score from each participant before the group sways it.
- 03 · ACT
From finding to action
Report, deck and an action tracker, each action with its deadline and the evidence behind it.
- 04 · MEASURE
And back again
The next wave returns with the same criteria and a fresh sample. That is how you see whether your actions moved perception.
08 · THE METHOD
Research rigor, not just technology.
THE STARTING POINTThe business question
Before designing anything, you state which decision you will make and which result would change your mind. If none would, the study is pointless, and it is better to know up front.
AT THE TABLENominal group technique
Each question has its form: solo, everyone thinks alone; round, everyone answers in turn; open talk; and score. Nobody is left out and nobody drags the group along.
TWO TABLESCustomers and non-customers
Non-customers judge blind and the brand is revealed afterwards; customers talk about their relationship with it. Every finding says which segment it comes from.
HONESTYDirection and size, never significance
A qualitative sample is not presented as statistics. Every number states its n, and thin evidence is flagged as thin.
09 · THE DIFFERENCE
We don't sell a tool. We deliver the study.
ANALYSIS SOFTWARE
Per-seat license. Your team recruits, records, moderates, analyzes and writes the report.
AI INTERVIEWER
One person in front of a screen, with no group and no room. License plus credits per interview.
TRADITIONAL RESEARCH FIRM
The full study, done by hand. Hand-picked quotes and weeks of work.
WAV WITH WR3
The full study, in the room, with the heavy lifting automated. Every finding with its quote, profile and minute. Spanish and English. Priced per study, everything included.
10 · YOUR DATA AND THE PARTICIPANTS'
What is said in the room stays protected.
We work with real people and with your brand's non-public information. This is how we look after both.
CONSENT
Signed, under Chile's Law 21.719
Every participant signs before entering the room and knows what is recorded, why and for how long.
DELIVERABLES
Profiles, not names
Each quote carries the profile of who said it, like "woman, 41, customer", never their name.
ACCESS
Private link
The web report is delivered on a private link that search engines do not index. Only the people you choose see it.
RETENTION
Twelve months, then deleted
Participants' contact details are kept for twelve months, the term of their consent, and deleted afterwards.
11 · QUESTIONS
What people usually ask us.
How much does it cost?
We price per study, everything included: design, recruitment, room, moderation, processing and deliverables. We quote after a 30-minute conversation about what you need to decide.
How long does it take?
It depends on the size of the wave: how many tables, profiles and deliverables. The timeline is written into the proposal before we start.
Do I need a brief?
No. We start from the decision you are about to make and build the brief with you in the first conversation.
Who recruits the participants?
We do. We set quotas per table by profile, invite, confirm and report confirmed people against each table's target.
Where does it happen?
In Santiago, Chile, in a room with a long table, a 360 camera and one microphone per person.
What language will I get everything in?
Sessions run in Spanish. Report, deck and tracker come in Spanish and English, and the video with burned-in English subtitles.
What happens to participants' data?
Every participant signs a consent under Chile's Law 21.719. Deliverables show profiles, not names. More in Your data.
12 · YOUR TURN
Tell us what you want to know.
We reply the same day. 30 minutes to see if we're a fit. Even if you don't have a brief yet.
What to expect from the call