Qualitative Research

We  conduct both one-on-one interviews and focus groups.  For the most  part, the groups are undertaken to get reactions to new product concepts  (with or without prototypes), ascertain the feelings and attitudes of  respondents to a specific issue or to better understand the  decision-making process that individuals go through when buying  products/services.

• Nearly  all of the one-on-ones and focus groups we conduct are in  facilties  specifically designed for such purposes.  These facilities permit the  proceedings to be easily audio recorded, and if need be,  visually recorded.  Many are connected to Focus Vision or can broadcast  over the web.  They all have large, comfortable, viewing rooms where  clients can  personally witness the interviewing behind a one way  mirror.  In situations where there is no facility available, we  generally rent a motel room and set    up a closed circuit TV camera so  viewers can watch from an adjacent room.
• We  have conducted qualitative interviews with a varied assortment of  individuals including homemakers, builders and tradesmen, medical  personnel, engineers, wholesalers/retailers, operations managers,  gearheads and executives.
• Our  qualitative experience covers a wide variety of different types of  products and services such as vinyl siding, child resistant closures,  packaging for soft drinks and beer, lawn and garden products, energy  conservation, DIY medical products, financial services, automotive  accessories and attitudes towards public utilities to name a few.