Qualitative

Our qualitative toolbox is a deep one.

It allows us to dig into and understand consumer behavior including cognitive/decision-making and spoken desires, motivations and behavioral context, and emotional connections.

And while we know that every project – and every problem – is a unique one, we do have a set of techniques that we apply, including:

• Analogies
• Brand Personification
• Brainstorming
• Laddering/In-depth Probing
• Sentence Completion
• Diary Studies – including product placements and shopping exercises
• Observation/Ethnography
• Symbolic Associations/Collages
• Visualization
• Third-Person Role Play
• Product/Brand Sorts
• Storytelling
• Projective Drawing
• Product Evolution Exercises
• Team Selling

These may be used separately or collectively, depending on the information needed. Given our moderators’ combined 70 years and over 5,000 groups worth of expertise, we have the knowledge to employ industry standard techniques and the experience to know when it’s time to leave the “script” behind and explore new avenues.

We also take great pride in providing insightful and interactive reporting for user-friendly benefits.

Feel free to learn more about our valuable moderators: Moderator Bios