Specialty Qualitative
From in-home ethnography and in-store shop-alongs to “in-the-moment” mobile research, about one in four of the projects we did in 2010 involved these up-close and personal “specialty” in-depths.
Online Qualitative
Fast becoming a standard tool, we’ve used online qual with IDI's, groups, bulletin boards, blogs etc. to reach consumers quickly, efficiently and across broad geographies. This is especially effective for doing multiple IDIs all at once. Clients can “observe” and ask questions from the “virtual backroom”.
Quali-Quant
Exactly what the label says - this methodology combines qualitative and quantitative methodologies to get both the “numbers” (e.g. PI, brand relevance, menu item selection, value perception, etc.) and the in-depth probes in the time it takes to finish a qual project.
Classic Quant (e.g. surveys, conjoint studies, etc.)
One of our newest capabilities, we’ve been using some quant tools (survey design, analysis, reporting) to validate qualitative learning. Conjoint studies are made smarter if preceded by smart Truth Discovery® to ensure the best variables and levels are addressed.
Mobile Research
Self-conducted consumer interviews enable “on-the-fly” capture and real-time recording of on-site observations, feelings, thoughts and motivations (verbatim transcripts are accessible).
Hybrid Research
To address varying and/or multiple learning objectives, this combines different methodologies, such as: in-home + groups; shop-along + in-home; online qual + video chat; quant surveys + mini groups, etc.
In-Group Graphic Artist
A great, generative technique for developing logos, line extensions, new products, etc. Talented graphic artist brings ideas to life in real time. Ideas are brought to visualization as they are created by the respondents, fueling energized discussion and further creative contribution.
