Qualitative market research is an integral component to any product development effort. While they 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
Focus groups allow you to explore consumers’ attitudes about your product, service, concept, advertisement, idea, or packaging. We’ve developed a focus group system that gives your company access to the high-quality information you’re accustomed to, but at a more affordable price. You’ll discover how consumers feel about your product, competing products, and their reactions to your marketing efforts.
We offer both in-person and online focus groups. 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 real time and silently communicate with the moderator, ensuring your precise questions are answered to your satisfaction. E-mail us to request a sample of our work.

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, our clients have found that 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. We offer both audio and video documentation, a summary report, and a written transcript. E-mail us to get started on a price proposal.

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