RESEARCH TYPES

• Focus Groups of all sizes

  Full groups (8 people), Mini-groups (4-6 people), Triads (3 people) or Dyads (2 people) – The size of these semi-structured sessions are tailored to the needs of the project. For example, exploration of a new category may be best in a full group setting, whereas individuals’ responses to new advertising is better done in a far smaller environment.

• In-depth interviews

  These one-on-one sessions create an opportunity to explore a topic in greater depth with individual participants. These are used to discover insights into a new category, explore usability, or create a safe space for people to discuss sensitive issues or where we just want to explore one person’s story in significant detail.

  Any of these can be conducted across different modalities: face-to-face, telephone, or webcam..

• Ethnography

  This is the ultimate in getting close to the consumer. Ethnographic sessions provide the opportunity to observe individuals in their own environment and helps teams better understand usage and factors affecting use. We’ve used them to understand baby play at home; laundry, food or personal care habits and practices; or the live of a videogamer.

• Shop-Alongs

  Shop-Alongs provide insight into factors really affecting decision-making where it is actually taking place.

• Immersive Experiences

  Having clients come into the focus group room as an equal participant; bringing clients to see their products/competitive products at retail. These experiences encompass initiatives that help provide a full, clear picture of the targeted user’s experience.

TECHNIQUES

• Hybrid techniques

  Any project can combine a variety of research methodology types (e.g., focus groups + dyads) or research tools (e.g., projective techniques, homework, customized exercises) to help achieve the research goal. We have successfully introduced clients to new digital research platforms and brought tools such as eye tracking into our research.

• Projective techniques

  We deploy a full moderator’s toolkit of exercises and activities to help identify underlying associations, motivations and emotions surrounding concepts, products, or product categories. They can be quick energizers to jumpstart a conversation or multi-layered techniques that delve deeply into issues and perspectives.

• Research Uses

  Advertising and Communication Testing
  Competitive Intelligence
  Market Insights
  New Product Development
  Product Positioning

• Target Audiences

  Affluent
  B2B
  B2C
  C Suite
  Employees
  Families
  Healthcare professionals
  Patients and Caregivers
  Medical Conditions
  Seniors