Qualitative research provides a way to gain in-depth insight into how current and potential customers think, feel and behave as well as how they use products and perceive advertisements. We are able to provide a variety of services including:

Design and Management of Qualitative Consumer Insight Research: With the ability to draw upon a variety of traditional and innovative methodologies, we work closely with clients at each stage of the process to ensure all deliverables are consistent with the project objectives. We design the research, develop screeners, coordinate field work, write discussion guides and provide in-depth analysis.

Tele-web Groups: Group discussions such as those with networks of friends and colleagues are an important way of engaging consumers in the process of product and brand development. Tele-web groups provide businesses with a way to study their current and potential customers while avoiding the substantial cost of travel and focus group facilities. In these groups, a moderator leads a telephone discussion with consumers while showing them product and/or marketing concepts on a website. Analysis is later conducted to translate customer comments into actionable business insight.

In-depth Interviewing: While group discussions are a useful way to explore perceptions of concepts, in-depth interviewing can be applied in a variety of ways to uncover insight and guide the design and analysis of survey research. This method is especially useful when studying lifestyles and/or contextualizing the findings of survey research.

Ethnography: Traditionally, ethnography has been used by anthropologists and other social scientists to study social and cultural phenomena from the standpoint of “natives.” In many ways, this method is at the heart of contemporary customer-centric research strategies. This approach allows the analyst to observe respondents in their natural environment, thereby providing a context within which one can take an in-depth look but also environmental factors that may be driving specific behaviors.  We can use techniques such as shop and talks, retail observation and lifestyle interviews to help clients gain a deeper understanding of their customers.

Concept Collages: Some people are able to express themselves better through imagery than words and thus collage exercises can be used to uncover insight that is difficult to identify using only discussion and observation. Working together with respondents and various forms of imagery to create “concept collages” is one way to uncover psychological and cultural insight into a variety of topics includes brands, retail environments and lifestyles.

Contact us to learn more about how we can help you achieve your research goals.