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.
A highly engaging exercise (for groups, dyads, triads or one-on-ones), in-person focus groups & IDIs provide a comfortable and safe environment for consumers to communicate their thoughts and feelings. Our focus groups & IDIs offer 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; opportunity for groups to build off of each other’s thoughts; and utilization of psychologically based techniques that enhance the richness of insights. In-person focus groups & IDIs are ideal for:
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:
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.
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.
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.
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.
Generate rich, participant-driven insight that also captures the participant’s voice through written content and style. This also allows for long-term engagement with the same participants.
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:
With zero geographic limitations, online focus groups and IDIs allow you to receive access to individuals not easily reachable. This approach also provides a more cost efficient model when compared to traditional groups.
Similar to online focus groups, 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.
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.
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.
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