Speedback is a continuous audience response technology system that was used to test concepts and variable relationships that had been derived earlier from large-sample, survey research methodology. Continuous audience response technologies used computer hardware and customized software to collect subjects' reactions to stimuli, usually videotaped message. Previous researchers have criticized and praised small and large scale research. Those controversies are highlighted, continuous audience response technologies are described, and an alternative research method is proposed. The alternative, continuous audience response technology combined with survey methods, provided advantages inherent in each while overcoming limitations of either approach used independently. As an illustration, the report outlines a combined methods application in an investigation of audience response to several commercials supported by the Independent Insurance Agents of America. Several figures describing results of the research are included. (Author/DB)