Our research team believes in the deep value of qualitative research to support data and analytics. We have perfected a qualitative research strategy that is able to fully encompass the customer journey and provide insightful feedback for our clients.
Mobile Ethnographic Diary Studies
Diary studies allow our market research team to have study participants capture micro milestones in their individual customer experiences. This leads to personal insights into the areas of the customer journey that resonates deeply with the target audience. By gathering feedback directly from existing customers, our team can uncover all areas of the experience from discovery, through implementation, and reflection.
Focus groups create unique opportunities for crosstalk, issue escalation, and elaboration through the contributions of multiple, simultaneous participants. Our research team tends to lean towards administering focus groups where disagreements are likely to occur and where the subject matter expertise of audience members can augment that of our team’s moderator and that of our client. This generates spontaneous conversation vectors that may not have been previously anticipated but leads to insightful takeaways for our clients.
Interviewing is key to a deep understanding of a company. In order to gain meaningful insight from such interviews, one must be experienced in interview techniques and how to uncover much more than just the superficial and to bypass social desirability bias in interviewees answers. By gaining such meaningful insights and organizing them through a thematic analysis, we can answer questions the lie at the heart of marketing problems and opportunities, unlocking growth and enhancing the brand.
While facts, opinions and observations are often abundant, strategic insight is often not. Our time-tested process of thematic analysis allows us to sift through what might otherwise be an intimidating mountain of information, including qualitative information, and to construct meaning through the development of core themes and subthemes. In some cases, themes or subthemes may be conflicting, however, only through a carefully constructed thematic analysis can we organize information into an actionable form. These themes form the foundation for understanding a brand and its offerings and where that brand may want to go in future.
No matter how niche the criteria, we put forward the right participants that fit your quantitative or qualitative research needs. From built-in panels and participant screening, to incentives that capture the right audience and increase response rates, every factor is considered in order to recruit the best, unbiased sample of respondents possible. Our modified process allows for recruitment for multiple research methodologies.