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- A powerful tool for quickly identifying “winners” as
well as exploring ideas with niche appeal. Great for small group and large group
sessions (consumers, employees, business-to-business customers, Trade
Shows). Uses portable, handheld
computerized units for instant data entry and real-time analysis. Ideal for testing 20 – 50 concepts at one
time - commercials, package designs, values, new product ideas,
competitors. Sessions are 1.5 to 3
hours, providing opportunity for hundreds of questions.
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- This is our approach for identifying patterns of
values, behaviors, and demographics within customer groupings. The goal in segmentation studies is to
identify clusters of customers/companies/consumers who will respond to
distinct marketing strategies, services, and product offerings. Focus groups or in-depth interviews serve
as the basis for our mail, telephone, or Internet interviews. Multivariate analysis is our analytical
approach, with profiling key to targeting.
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- We design customer and employee satisfaction
projects around company goals to exceed expectations, generate loyalty, and
beat the competition. These
studies go beyond the obvious to measure what really matters. Qualitative methods define the issues;
quantitative methods dimensionalize. Tracking to measure progress is important, yet we develop new measures
as issues change to keep the findings relevant. Mail, Internet, in-person, telephone
approaches are selected to fit the situation.
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- From food products to toys to business services,
these studies help refine products to better meet customer needs. When needed, quick-turnaround designs
allow consumers or users to judge, rate, and rank product formulations,
concepts, packaging, ad strategies, etc. Evaluating how close new ideas are to “the ideal.” Mall intercept,
one-on-ones, focus groups are all considered in designing these projects.
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- Our ideation process (½ to 3½ days) is
custom-designed to help companies develop fresh ideas to create new products,
support a product line, create new promotional strategies, or reach new
audiences. Entertaining. Surprising. Designed to stimulate “right-brain” activity. Focused on delivering testable concepts
and product ideas. Ad hoc ideation
groups are configured as needed with creative consumers, industry experts,
company Rep’s, designers, and entrepreneurs.
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- We adjust our qualitative techniques to relate to
our constituencies – from executives to kids, Funeral Directors to
pianists, college students to car salesmen. One-on-ones, in home interviews, triads, and focus groups typically
provide the backdrop for this learning. Active listening, probing, and being open to different ways of
thinking are critical. When
appropriate, we use our QuickTally system in focus group or larger group
settings to quantify opinions, give direction to further discussion, and
provide anonymous voting.
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When we design studies, our goal is
to achieve elegance – research that is pleasing to participants,
unique in providing insights, and affordable in balancing the cost of the
research against the risk of making uninformed choices.