Qualitative Research Services
Building rapport and breaking down emotional barriers
For each project, we employ custom-tailored qualitative techniques to unearth unspoken preferences and emotions that drive behavior. Examples include storytelling, laddering, creative exercises like collages and drawing, and small group presentations.
Identifying the best respondents is also critical. Impactful results start with recruiting that not only screens for certain characteristics, but also for participants who are insightful and willing to share.
The final crucial step in qual is analysis – making sense of what you heard, pulling out threads that weren’t on the surface, relating findings to real world experiences, and providing surprising insights and powerful recommendations to move a concept, product, message or brand forward.
We are experts in both consumer and B2B research, including hard-to-find specialty audiences like physicians, C-suite executives and expert opinion leaders.
All work can be conducted online, by phone or in-person.
One-on-One Interviewing
One-on-one interviews offer the most direct connection to respondents of all personality types (introverts, extroverts).
Focus Group Moderation
Smaller groups of 4-6 respondents give more space for deeper discussions and individual participation.
Online Bulletin Boards
Online bulletin boards can run 2-7 days and allow respondents to participate when it’s convenient for them.
Usability Testing
Mobile app and website usability testing can be conducted at any phase in the design process.
Shopalongs
Moderated store/location visits provide powerful feedback on the shopping experience.
Ethnographies
Ethnographic research digs deep into participants’ lives, offering a “fly on the wall” POV on behavior.
Multi-modal
Multi-modal studies can involve a variety of techniques, like bulletin boards, in-person and phone interviews
Audio and video respondent montages
Audio and video clips bring the voice of the customer to life.