Qualitative market research is an integral component to any product development effort.  While it cannot be used to generate statistically significant data (see quantitative analysis), qualitative research is indispensable to define the consumer problem, generate hypotheses, identify determinants, and develop quantitative research designs.  Our qualitative research methodologies allow you to probe below the surface and develop rich insights about how your target market will respond to your product offering.

Focus Groups. 

    We’ve developed a focus group system that gives you valuable insight as to how consumers feel about your product, competing products, and your marketing efforts.  Focus groups allow you to explore consumers’ attitudes about your product, branding, package ideas, product names, product features, and potential product improvements.   All our focus group respondents are pre-screened to ensure they are part of the relevant target market and are as demographically diverse as possible.  Our trained moderators lead the discussion with your particular needs in mind.  You are able to observe the group (in person or by video feed) in real time and silently communicate with the moderator, ensuring your precise questions are answered to your satisfaction.

One-on-one interviews.

    If you want a deeper probe of customers’ beliefs and values, an in-depth one-on-one interview might be the answer.  Because there is no social pressure on respondents to conform to the group’s dynamics, these extended conversations can offer richer access to consumer perceptions.  Like our focus groups, all interviewees are pre-screened to ensure they are within the target market.