Client industry / audience: Consulting,Full Service,International
A high-end quartz countertop company wanted to conduct pre and post advertising research to test the impact of their commercial campaign in the United States. The commercial aired for 6-weeks on home improvement and DIY television channels. In add
With digital methods, we’re able to replicate – as best we can – in-person conversations and sessions through online formats that may include webcam focus groups and mobile data capture. If you’re trying to understand which method is preferable – onl
How can we best understand the psychology of focus groups and how can we utilize this knowledge to make the
sessions more insightful? Interestingly, more than what happens during the focus group can affect the focus
group experience. The recruitmen
Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
Learn how qualitative research can be more targeted and effective. Using segmentation analysis to create focus groups requires you to both understand the technical definitions of the segments and to develop statisical-based screening questions that s
The traditional approach to focus groups involves recruiting participants in locations representative of the target market, hiring facilities in each location, and traveling to each location to interview the participants. The alternative Internet app
This newsletter article discusses the importance of creating demand during an economic downturn to retain brand loyalty and come out strong at the back end. To do so puts a burden on knowing one’s target audience intimately, and having the right bran
This article provides a creative way for marketers to view target users that can produce more insightful findings to distinguish brands. In addition, tools for marketing planning may be generated from this method for use in the future. Read this art
Making online focus groups happen does not require magical talents. Skilled QRCs already have the tricks they need to conduct successful qualitative research studies online. Take a look inside the diary of one online focus group project and learn how
This article covers the basic fundamentals of qualitative market research. It provides the typical process of conducting market research, from creating focus groups to picking a venue and conducting interviews.