Here's how our research process works...step by step
- Initial client request: discussion of project background, purpose and objectives
- Proposal detailing methodological approaches, options, considerations, timing and costs
- Review of final research plan and key logistics
- Field project: locate facility, design screener, monitor recruit
- Work with client to develop materials needed for the test
- Develop interview guide and research instruments
- Moderate/facilitate qualitatives
- Work session and debrief (if desired)
- Analysis process (transcripts if desired)
- Written report and presentation (if desired)
Front of the Glass Methods
While established, traditional research methods are quick to be criticized, they continue to represent an effective and economical way to get at a wide range of qualitative issues. Our qualitative toolbox includes projective exercises and creative techniques that dig below the rational surface to get to the emotional response.
4 to 10 respondents gathered as a group in a comfortable and safe environment for one to three hours to share and build on each other’s thoughts and perceptions.
In depth Interviews
An important methodology especially for communications work (storyboards, print ads, animatics, finished TV spots and content) when a clean and independent opinion must be gained outside the dynamic of the group. Also the best choice for complex discussions about purchase decision-making processes, product lifecycle research, and sensitive and personal subjects.
Dyads and Triads
Interviewing a pair or 3 respondents (sometimes who know each other—like husband/wife, mother/child or friendship pair interviews) often represents the best of both worlds: the closeness of the depth interview and the dynamics of the group.
“Let’s Play” Sessions
Can be used for children’s research. These sessions are conducted with 2 to 4 kids, primarily observational and hands-on, in a controlled environment and at times meeting on more than one occasion.
During the product development cycle, we use panels to bring back respondents who participate in a series of focus groups or depth interviews evaluating a product as it evolves from concept to communications development.
Beyond the Glass Methods
Facilitated Creativity Sessions
When was the last time you looked into a kid’s backpack or lunch box? When was the last time you watched a single, 20-something make a cup of coffee? When were you last in a toy store with an 8-year-old or on-line with a young adult? Sometimes you just have to get out from behind the glass and into the natural world to truly understand how the consumer behaves. Ethnographies do just that—allowing research and client teams the chance to discover firsthand how consumers live, shop for, and use products. Whether we’re in the store, in the car, in the kitchen, in the playroom, in the office, or going to a sporting event or baby shower—ethnographies enable us to grasp the consumer perspective, develop meaning around behaviors and beliefs, and enter into the consumer’s way of life in a real and relevant way.
Facilitated Creativity Sessions
Using a creative problem solving, innovative teamwork, and meeting management process, we facilitate creativity sessions with consumers and co-creation sessions with management teams and consumers to generate insights and new ideas, to select and streamline the best ideas, and to build on the most feasible ideas for further consumer testing and next steps.
Our on-line qualitatives are meant to enhance our face-to-face research and are often used between research steps especially on large in-home usage tests.
The collection of secondary data, most often used to get a project started, to get background information, and to develop useful hypotheses.
We deliver insights across a range of different types of studies including these:
Attitude and usage studies
Consumer trends/lifestyle trends
Consumer insight development research
Concept development and refinement studies
Diagnostic and problem detection studies
New product development research
New product development opportunities
Ideation and creative development testing
Target/strategic value consumer identification
Brand positioning and repositioning evaluation
Brand equity exploration
Brand positioning and differentiation
Product lifecycle mapping
In home usage tests
Market segmentation research
Market opportunity, market position, and competitive research
Market segments and competitive relationships
Shopper insight studies