Our most common offering is our custom qualitative research study. Defining these studies is difficult because we like to customize each to address clients’ specific objectives. Most of our larger studies blend a few approaches: we believe information gathered through multiple means allows deeper insights. Below are a few of our latest qualitative methods:
Shop-alongs that unraveled shopping patterns and perceptions, ultimately revealing new positioning and merchandising opportunities.
On-line surveys that helped clients address a specific issue in a hurry. For example: Which product design or flavor combination spoke best to their target, and why? Which positioning concept does the target prefer? How does the target feel about a new competitive product?
Ethnographic interviews that allowed us to observe and experience how the target purchases, uses, and stores products; how they use media; how they experience and discuss a category with friends, and more. These one-on-one experiences with consumers are by far the most insightful way to do research. They inspire the most impassioned reactions, as clients are often presented with obvious facts that had never occurred to them before.
Co-creation work that brought trendsetters and designers together in a brainstorming session to build ideas and innovations through collaboration.
DVD deliverables that brought a topic to life, and then were shared throughout the company.
Social networking forums in which user groups shared opinions about topics of interest to the client.
Scrapbook trendscouting where trendsetters were asked to identify and elaborate on under-the-radar trends they saw as emerging in their world through collage and scrapbooking.
Email relationships in which management held an ongoing email dialogue with a consumer, asking them specific questions over a period of time.
Intercept shopping interviews in which customers were observed and then briefly interviewed in the store for direct clues about how a brand was used and perceived.
Target immersions that brought the consumer and their world to life, using elaborate PowerPoint presentations and in a gallery-like exhibit where clients walked through installations to absorb the information.
Focus groups in both traditional facilities and in more natural spaces like photography studios, cafes, art galleries, etc.
