Audience response is a critical portion of many marketer's research and strategy definition. Typically, audience response is used to solicit feedback about new products or services, conduct Q&A sessions with customers, perform demographics or opinion polls, manage focus group responses, and handle group decision making.

An audience response system refers to a technology designed to easily facilitate this type of research. Also referred to as an ARS, audience response systems are computerized systems designed to quickly tally, store and provide reports on audience or customer feedback. Typically, an audience response system uses handheld terminals that allow the audience member to easily enter their responses to questions posed by the marketer. These responses are sent to a central computer that then tabulates the responses. Many audience response systems are set up to then provide summary reports back to the audience in the form of a graphical representation, encouraging them to continue their responses on additional questions.

Selecting an audience response system is a critical decision when setting up this type of research activity. It is important to find an ARS that is easy to set-up, manage, and define questions that want to be asked. Other important decisions include whether a wired or wireless audience response system is required. Additionally, it should be noted that many audience response vendors offer the option to either purchase or rent their technology, depending on length of time the system will be needed.