Our Solutions

Qualitative Designs

Successful qualitative market research allows you to connect with your target audience and evoke feedback that answers why people do what they do.  At Insights in Marketing, our in-person and technology-based qualitative designs go beyond the surface of top-of-mind reactions and behavior traits.  We do this by applying a variety of exploratory and figurative language techniques, including but not limited to mind mapping, image and card sorts and personification exercises. When this combination of research is paired with the experience levels and marketing background of our consultants, the result is a 360-degree understanding of the person behind your consumer.

Individual or Group Discussions

Individual or Group Discussions provides a comfortable and safe environment for consumers to communicate their thoughts and feelings. This format offers many benefits, including: the ability to see and feel the consumer’s visceral reaction, thoughts and opinions; identification of needs, wants and desires through non-verbal and verbal communication; an opportunity for people to build off of each other’s thoughts and feelings that enhance the richness of insights.

Pre-Discussion Journal Exercises are often used to generate rich consumer-driven insights that capture the consumer voice through visual or written content.

This format is ideal for:

  • New product usage/tasting
  • Concept exploration
  • Advertising and copy evaluation
  • New packaging exploration
  • Marketing communication evaluation


In-person shop-alongs allow us to observe shopping behavior, consumer reactions to a product’s merchandising and packaging as well as the entire in-store experience. With this technique, we have the ability to examine actual shopping behavior rather than claimed behavior. We’re also able to highlight consumer challenges with real shelf sets, category clutter and out of stock issues. Shop-alongs allow for authentic interaction with consumers and a deeper probe during the process. This method is ideal for:

  • Understanding category shopping behavior
  • Package design feedback (i.e., shelf pop, readability, etc.)
  • Shelf placement and POS understanding
  • Determining merchandising vehicle impacts

Ethnographic Approaches

Ethnographic approaches enable us to observe your consumers’ behavior in a non-facility environment—providing a more natural setting that allows consumers to simply be themselves. We achieve this through in-home videos, lifestyle immersions, friendship networks and pre-interview journals. 

In-Home Videos

Catch moments not seen in-person and allow for consumer commentary on behavior without task interruption. In-home videos also enable the IIM team to look in ‘cupboards’ to ask more probing questions. 

Lifestyle Immersion

Enable immersion into consumers’ world through attendance of a lifestyle event (i.e., party, family gathering etc.) and get uninterrupted observation into consumers’ attitudes and behaviors. 

Friendship Network

Allow the IIM team to witness natural, real world dialogue between friends. This approach can provide a deeper view of consumers’ lives and generate more candid insight within a comfortable environment.

Ethnographic approaches are ideal for:
  • Understanding your target’s needs, wants and desires
  • Uncovering consumer attitudes and behavior
  • Product and package testing (short and long-term use)
  • Ad campaign development and testing
  • New product development
  • Website development

Online & Mobile Approaches

Leverage a blend of technological-based qualitative techniques to access a broader, more diverse and active market. IIM’s online and mobile designs offer a relevant and efficient approach to qualitative research—providing you with virtual solutions that can be customized to fit your business’s needs. Our technology-based qualitative approaches include: 

Online Individual or Group Discussions

With zero geographic limitations, online Individual or Group Discussions allow you to receive access to individuals not easily reachable. This approach also provides a more cost efficient model when compared to traditional groups.

Bulletin Boards/Panels

Similar to group discussions, this method allows the greatest depth of feedback and is ideal for sensitive topics. Its asynchronous format simplifies scheduling and leads to a more cost effective model. 

Mobile Qualitative

Obtain real-time, in-the-moment feedback with a large audience and see into consumers’ lives through text, photo and video. Driven by the quick and casual nature of the approach, mobile qualitative approaches capture candid feedback. 

Digital Diaries

Collect rich, participant-driven content that showcases a consumer’s voice and perspective. Digital diaries allow for easy feedback communication—through both text and media. It’s also a great approach for long-term engagement with the same participants. 

Online & mobile approaches are ideal for:
  • Concept evaluation and development
  • Product testing (short and long-term use)
  • Purchase considerations
  • Ad campaign development and testing
  • Website development and usability testing
  • Attitudes and behavior tracking
  • Traditional qualitative lead-in or follow-up

Consumer Forum Research

With our iimForum research, you have access to fast and continuous consumer opinions. Our consumer forums are a cost-effective way to get information from users or targets of a particular brand/category – in person or online! Our consumer forums can last weeks or even years, and we always design them to meet your specific learning objectives. 

Our forums include, but are not limited to:

General Population Forum

Recruited and screened based on their usage behavior

Trend-Setter Forum

Comprised of early-adopters to help companies see what is coming next

Brand-Lover Forum

Made up of brand-loving consumers who understand products/services without brand equity getting in the way

Learn more

Are you looking for continuous and cost effective consumer insights for your brand? Contact us to learn more about iimForum

Quantitative Designs

From survey design to investigating and analyzing figures, we understand how data and powerful analytics lead to actionable solutions. That’s why we pride ourselves on collecting, interpreting and delivering insightful results with ease and impact. More science than art, we weave statistical-based techniques into our quantitative designs to objectively test hypotheses, measure preferences and provide valuable insights to you. We can analyze and review past research. In doing so, we can also integrate syndicated and secondary data to uncover deeper, broader category and product insights. 

Concept, Idea or Platform Screening

An online quantitative survey conducted when a large number of concepts, ideas or platforms exist and decisions need to be made as to which are worthy of moving forward into the next phase of development.

Concept or Positioning Testing

An online quantitative survey conducted on a small set of concepts or positioning statements to understand:

  • Which resonate most with consumers
  • What drives consumer appeal
  • What opportunities exist for refinement and/or improvement

Concept/Product Fit Testing

A quantitative survey conducted when a winning concept has been identified and a prototype product has been developed to fulfill the concept.  The goal of this testing is to determine whether or not the product delivers on the concept promise.

This test can be conducted in a consumer’s home (IHUT) or via a central location (CLT).

Product Testing

A quantitative survey conducted when reformulating a current product or introducing a new one and there is a need to understand how to optimize the product’s attributes for peak product performance.

This test can be conducted in a consumer’s home (IHUT) or via a central location (CLT).

Choice Modeling

A statistical technique applied to data that predicts consumer decisions.  The technique is based on a variety of choices made by the consumer within a particular contextual situation; e.g. grocery shopping.

Most often used when trying to optimize across multiple marketing mix variables; e.g. price, package size and package design

Pricing Analytics

The process of examining and evaluating a proposed price for a new or existing product either with or without other elements of the marketing mix included.  Insights in Marketing leverages a variety of pricing and statistical models to help clients optimize in-market product price.


A statistical process applied to data that divides consumers into groups that differ from one another based on variables relevant to marketing strategies and tactics.  Segmentation is most often used when you want to:

  •  Identify a specific group of consumers to target
  •  Identify what types of messages, imagery, benefits and/or new products will resonate most with a specific group of consumers
  •  Utilize segments as the foundation for strategy – from product development priorities to marketing messaging

Brand Equity Measurement & Tracking

Brand equity is a framework that helps marketers understand the true value of their brand as compared to competitive brands.  Understanding and acting on a brand’s equity can help ensure a brand achieves relevant differentiation in the market. 

Tracking brand equity over time helps marketers understand if the marketing efforts they’ve engaged in, or competitors have engaged in, are having the desired impact on the brand’s equity.

Packaging Research

Packaging is the brand’s face; it’s usually one of the first things that influences whether or not a consumer will purchase a product.  Insights in Marketing’s quantitative packaging work includes images of the packaging itself, and typically also an image of the category shelf set.  Metrics include, but are not limited to: stand out on shelf, findability, visual flow of information, what’s being communicated to the consumer, etc...  

Attitude & Usage

This foundational research provides the lay-of-the land for a brand and its competitive set to help understand the attitudes, behaviors and motivators of consumers as it relates to a category and the brand. 

It is typically conducted and leveraged during the brand planning process as a key piece of the brand strategy, and is often mined for additional insights over time.

Habits & Practices

This foundational research is survey based and provides insights into how, when, where etc. consumers use a brand and/or product category. 

It is typically conducted and leveraged during times of brand planning and product development.

Advertising Testing

Given the large investment many brands make in advertising; they want to know whether or not an ad is strong enough to be executed or how it can be improved.  Ad executions (e.g. storyboard, animatic, fully executed ads) are shown to consumers shortly after beginning the survey.  The survey focuses on a variety of advertising metrics, including but not limited to: 

  • How well is the ad recalled by consumers
  • How persuasive the ad is in getting consumers to purchase the brand
  • How memorable do consumers perceive the ad to be
  • How believable do consumers perceive the ad to be
  • How well do consumers perceive the ad to connect back to the overall brand.   

Quick Turn Solutions

You know capturing the consumer voice is critical when it comes to making the best possible decisions for your brands. But let’s face it, the pace of business is moving faster than it ever has often causing consumer research to be skipped all together; which as you know, can have disastrous consequences on revenue, market share and profitability. Don’t accept that this has to be the case; read on to learn more about how Insights in Marketing can help you capture the consumer voice while still meeting your decision deadlines.

i2Q Same Day Quantitative and Qualitative

Drawing on over 20 years of experience collaborating with some of the biggest companies in the world, we have the expertise to deliver customized research results that help your brand better connect with its target consumers. Our same day research combines quantitative and qualitative approaches to deliver both in-depth and measurement insights in a time-efficient manner.

i2Q In Person:

In-Person sessions with consumers in 1+ markets consisting of a quantitative measurement session followed by an in-depth in-person qualitative session.

i2Q Online:

Online sessions with a national or representative sample of target consumers consisting of an online quantitative measurement survey followed by in-depth online qualitative probing.

Issues Most Commonly Used For:

  • Concept testing & refinement
  • Positioning testing & refinement
  • Package design optimization & testing
  • Print ad testing & development
  • TV ad testing & development
  • Website testing & development

 In-person or Online Qualitative or Quantitative

A quick turn in-person or online qualitative or quantitative research approach for when traditional timelines won’t work. iimPronto delivers consumer insights and feedback in just 7 days including a report with insights and recommendations.

We’ve developed a simplified screening process that enables us to more quickly:

  • Recruit up to 30 qualitative respondents.
  • Execute up to 5 quantitative monadic cells with 200 respondents/cell.
  • Recruit valued and diverse consumer groups.

We’ve also streamlined our analysis process so we can get you a report with insights and recommendations in just a couple of days.

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