QUALITATIVE RESEARCH
OUR PURE RESEARCH EXECUTION
THREE MAIN APPROACHES
The choice of one approach depends on the nature of the problem
BIG ORIENTATIONS
TRACKER RESEARCH PROJECT
SECONDARY RESEARCH
QUALITATIVE RESEARCH
QUANTITATIVE RESEARCH (AD HOC)
Use consumer segmentation,
U&A, brand image, and other trackers to monitor key company metrics over time
Research information from
competitors, other markets,
or other categories that could be relevant to your company
Use consumer segmentation,
U&A, brand image, and other trackers to monitor key company metrics over time
Use consumer segmentation,
U&A, brand image, and other trackers to monitor key company metrics over time
Comprehensive view of
your key consumer data
points including demos
and how they change
Free, gives you
macro picture
Deeper understanding into
consumer attitudes and
behaviors about any topic,
flexible(can change as go)
Relatively fast,
relatively cheap
Quality is dependent
on research agency,
can be pricey
Could get you off
tangent, but generally
few problems
Can be time consuming
or expensive,
quality is dependent
on person executing it
Need to know inputs in
order to conduct it,
questions set after written,
consumers often rationalize
QUALITATIVE RESEARCH METHODOLOGIES
FOCUS
GROUP
FRIENDS
GROUP
OPPOSITION
IN-DEPTH INTERVIEWS (IDIS)
USABILITY/USER EXPERIENCE
Discussion with a
group of strangers
Discussion with a
group of friends
Discussion with a
group of people with
opposing ideas
One-on-one
interview
Forced trial
and discussion
Understanding
attitudes; mass-market
topics; speed
Understanding
attitudes; personal topics
Understanding
opposing
attitudes quickly
Deeper knowledge of
a specific opportunity,
lifestyle products
Understanding attitudes
and some behaviors,
technology, testing,
refining ideas, and
user interface
Good for overviews
and exploration
Honest, can
explore personal/
embarrassing topics
Shows nuances in
ideas, pushes debate,
feels natura
Good for difficult recruits,
deep understanding,
can explore personal/
embarrassing topics
Test ideas live, best
for tech, includes
conversation and action
Limited time, unnatural
setting, too public,
potential for group bias,
conversation only
Limited time, some
things. Don’t discuss
with friends,
conversation only
Limited time,
harder to control,
conversation only
Don’t see bigger picture,
potential to “please
the interviewer,”
conversation only
Unnatural trial,
potential to “please
the interviewer
FOR YOUR QUALITATIVE STUDIES, WE CAN….
- Recruit respondents ourselves
- Offer you the opportunity to work with moderators with strong references and at least 5 years of experience
- Offer you facility rooms with one-way mirror, provide catering, and submit video and audio recordings. Equipped with:
- Sennheiser MKE 2-pc Ceiling Microphone
- Camera recording(if required)
- Digital Voice
- DVD Playe
- Flip chart
- Free Wi-Fi
- 35m2 arranged terrace accessible from viewing rooms
- Provide you transcripts in any language
- Provide you simultaneous interpretation in any language
- Arrange the transport for Focus Group participants when necessary
- Organize the airport transfers and hosting of yourself
- Broadcast Focus Group discussions and in-depth interviews online from website and give you private access with a secret password
In independent qualitative studios/observation rooms we operate, we hosted international clients and organized thousands of focus group and in depth interviews.
We are able to provide you the full research work(design, execute and deliver report and strategical thinking).
OUR QUALITY CONTROL PROCESS
We perform 5 different actions to ensure robust quality in data collection and validation both for quantitative and qualitative studies…
FOR QUALITATIVE STUDIES
Ensure all the target profile are taken in consideration in the group composition
Recruitment Guide use to ensure we capture all the big drivers of participants difference
Back Checking
100% of all participants are met for a 5 minutes pre-discussion by our quality control team at least 48h before the group discussion.
Spot Editing
Second participants screen at the Focus Group entrance to ensure right profile
Note Review
All the notes are reviewed at the end of each group to make sure they are complete, taking in accounts verbal and non-verbal verbatims.
