Qualitative research should be open-ended and dynamic, harness consumer creativity, penetrate rationalized or superficial responses, and lead to rich ideas for marketing and creative.
Too often it isn’t.
Traditional focus groups are often an almost knee-jerk response when a marketing question arises. And moderators often fail to engage consumers in ways that reveal the richness of their life experience.
In addition to focus groups, we use a variety of qualitative methods, including:
Too often it isn’t.
Traditional focus groups are often an almost knee-jerk response when a marketing question arises. And moderators often fail to engage consumers in ways that reveal the richness of their life experience.
In addition to focus groups, we use a variety of qualitative methods, including:
- Ethnographic methods,
- Unobtrusive observation,
- Extended interviews,
- Written, audio, and video diaries,
- Unconventional projective techniques, and
- Facilitated, post-interview client workshops to help apply research findings.