Qualitative Market Research
Focus groups and interviews deliver consumer insights and other feedback about products, messaging, branding, how you fall on the competitive landscape, etc. To make meaningful change, you need to know who you are talking to and what is compelling them. Sometimes the optimal target audience is quite different than what is currently assumed, so getting the voice of the consumer can yield invaluable insights to guide audience targeting, messaging, and branding. In-home use tests enable consumers to pick up or be shipped products to evaluate before the discussion group.
Participants are carefully selected by us to openly discuss ideas and use the power of a group dynamic to generate insights.
You will receive the video and/or audio files from the sessions for use in testimonials, marketing, blogs, or any purposes, thus expanding the usability of your market research data.
During COVID times, focus groups are conducted using Zoom or similar platforms, and they typically consist of groups of 6-8 people who fit your target audience criteria, discussing your product or service. Focus groups tend to last between 60-90 minutes, during which time the client can be a fly on the wall and observe them in real time. We recommend between 2-6 focus groups, depending on the specific needs of the client.
In-depth, one-on-one interviews — whether virtually or in-person — have similar attributes to the focus groups, but individual interviews are especially useful when the nature of a topic is controversial or when opinions may be polarized. They eliminate the sometimes negative effect of a group power dynamic or competition between the individuals in the group. Examples include topics that are political or where participants may tend to one-up each other.
Telephone interviews are identical to in-depth, one-on-one interviews, and they are well-suited to stigmatized, awkward, or embarrassing topics because it gives added peace-of-mind and confidentiality by not needing to make eye contact.