Qualitative Services

Discussions Lead To Breakthroughs

Qualitative research is designed to reveal behaviors and the perceptions that drive them concerning specific topics or issues. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive. It does not count, measure or offer statistical validation, nor determine the best product concept or price point.

Qualitative research is an approach that helps with:

  • New product generation or development;
  • Investigating current or potential products, services or brand positioning;
  • Examining marketing strategy;
  • Understanding the strengths and weaknesses of products or brands;
  • Understanding the dynamics of purchase decisions;
  • Studying reactions to advertising or public relations campaigns and other marketing communications;
  • Analyzing responses to graphic branding or package design;
  • Exploring market segments, such as demographic and customer groups;
  • Examining emotions and attitudes on societal or public affairs issues;
  • Assessing the usability of websites or other interactive products and services;
  • Understanding perceptions of a company, brand, category or product; and
  • Determining consumer language as a preliminary step to develop a quantitative survey

We Specialize In

  1. Recruiting qualified and enthusiastic participants
  2. Focus group facilities and all associated amenities at our four California locations
  3. Remote recruiting and facility set-up, hosting, and AV in any market your research is needed
  4. Experienced and creative-thinking project management

Qualitative Methodologies

Whether they are conducted in-person, online, in-context or via telephone, our recruiting expertise includes but is not limited to:

  • Group discussions (dyads, triads, mini-groups, focus groups)
  • In-person one-on-one in-depth interviews (IDIs)
  • Telephone in-depth interviews (TDIs)
  • Diary and journal exercises
  • In-person observations (ethnographic research, shop-alongs, in-homes, etc.)
  • Pre-recruits to traditional and non-traditional physical locations
  • Pre-recruits to online platforms
  • CLTs/Taste Tests
  • Usability testing (websites, apps, etc.)
  • Mystery shopping
  • Hybrid/mixed methodological approach