color

We interpret the nuances provided by qualitative research, revealing the essence of the customer's perspective. Drawing on our experience with a wide range of research methods, we design and execute research using qualitative methods most often combined with quantitative elements. We believe that a Quali-Quant approach gives you more complete results, thereby saving you time and money.

Our skills in consumer psychology, specialized interview techniques, including visualization and indirect questioning, assure that you will get insightful results. We pride ourselves on delivering a deep understanding of your customers, whether your business is B2C or B2B.

Focus Groups – Ideal at the exploratory stage to understand customer perceptions, which are key to the success of your product or service. You observe reactions to your concept; we probe to understand what underlies these reactions, and how they affect purchase decisions. With Research Between the Lines, groups are an iterative process; we often make small modifications, taking advantage of new learning after each set of groups, always weighing research methodology vs. optimal results. We strive to provide information that will allow your team to move forward quickly when the research is complete.

Mini Groups – We use mini-groups when more interpersonal discussion is required. Through skilled moderation, as respondents talk to one another, motivations for their decisions are revealed. When it would be helpful to see similarities and differences among several segments, we often suggest mini groups as opposed to standard size focus groups, so that we can divide the same number of people into more defined segments.

In-depth Interviews – One-on-one interviews are the most powerful method for understanding motivators and barriers to purchase, and are especially useful for complex issues and sensitive topics. For example, in-depth interviews with executives, they are free to talk about the real reasons for their decisions…the ones that they would not share among their peers and competitors.

Ethnography – Observing people in settings relevant to your products provides tremendous detail and understanding. New technology makes a whole new level of ethnography possible. We can now conduct studies over a period of time, collect digital pictures, diary entries, and enlightening respondent “stories” about their experiences. Geography and time are no longer obstacles to gathering a wealth of information for analysis.