Traditional focus groups require customers to relocate to the selected venue. This limits the selection of participants to a particular geographic area that may not be representative for the entire country or even region. Also, a large part of high value customers tend to have busy life-styles and may not find the time to participate in a physical discussion.
Synthetron enables high quality discussions that have no geographic restrictions, so that a truly representative group of customers can be invited, which increases the usefulness of the results.  In addition, the limited amount of required time and innovative character of on-line discussions, can help to receive participation of the best customers. Furthermore the absence of group dominance and the guaranteed privacy ensures that all participants give authentic and candid comments instead of socially desirable statements. Finally, the ranked outcome and large participation will give a discriminating insight in what is really relevant and what is less relevant.

Synthetron discussions can easily be combined with other technologies to present new concepts on-line to customers. For instance, a new commercial can be shown or customers can actually try a redesigned website. Here Synthetron is integrated with eg a web conference where each time, directly after the experience (show, explanation, web visit) the customers can discuss their reactions in a Synthetron discussion. Switching between concept demonstration and Synthetron discussion screens is controlled centrally, which makes it convenient for the participants.