We provide clients with a deeper understanding of their target market’s decisionmaking processes and the contexts in which they occur.
Over the years, we have talked with respondents in a variety of locales (e.g., focus group facilities, data centers, conferences, users’ homes, retail store parking lot, etc. ). Depending on project objective, these interviews have at times occurred after the event or events in question (e.g., purchase or usage) and sometimes during the actual process of buying. (“think alouds” in a store)
Today, we rely on a variety of telecom and online technologies to reach out to customers, and have been doing so for many years. In the past, this was often to reach “rare” audiences, to reduce costs, or to achieve a research goal not attainable by any other means. Today, it is in response to Covid and its aftermath.
Focus Groups
Focus groups remain a very efficient means to obtain a lot of information in a short period of time. We have extensive experience with a range of focus group approaches, including online, teleweb and, once again, in-person.
However, one has to be careful not to overgeneralize what is said, or “force” a group consensus. Though groups are often defined by their market segment, the verbal data are provided by individuals and we work hard to “get underneath” differences that may emerge, for rationales provided by respondents are often extraordinarily revealing.
- Teleweb (via phone or PC)
- Online Focus Group (e.g., Zoom)
- Bulletin Board Focus Groups
- In Person
- Tradeshows/Conferences
Depth Interviews
Collecting individual level data is especially useful for understanding and tracing the dynamics of decisions and processes. Depth interviews (and at times diary panels) are much preferred to collect these data, and, like focus groups, we have extensive experience across a variety of techniques.
- In Person
- Phone
- Online
