How We Do It
CONSUMER CLINICS
Central location testing is essential for products requiring hands-on experience. Participants can either watch a live demonstration or interact with the product personally before providing feedback.
This research typically encompasses a combination of both quantitative and qualitative tactics. We use statistical analysis to identify areas of significance and discover key insights and then dig deeper through IDIs or focus groups to understand “why?”
Engaging directly with your customers and getting this valuable feedback will allow you to make decisions with confidence.
FOCUS GROUPS
Whether traditional or online, focus groups enable us to meet face-to-face with consumers to gather qualitative feedback. Our moderators have decades of experience quickly building rapport, which allows them to draw sincere and thorough feedback from respondents. While we follow pre-written guides, the flexible nature of focus groups allows us to explore any new or unanticipated insights in detail.
These qualitative findings help us to understand the “why” behind consumers' thoughts, emotions, and actions so that you can take action. For example, you may learn via a survey or clinic that merely 52% percent of participants would buy your product. But a focus group could reveal that if you simply moved a handle or changed the color, that number would increase significantly.
IN-DEPTH INTERVIEWS (IDIs)
Similar to focus groups, in-depth interviews provide qualitative insights. The key difference is the size of the groups. Most often, we conduct these as one-on-ones (a moderator plus one respondent), dyads (a moderator plus 2 respondents) or triads (a moderator plus 3 respondents).
However, you structure them, in-depth interviews offer many of the qualitative insights discovered in focus groups, but at a deeper level. Since each person has more “air time” and they are not influenced by “group think,” IDIs often yield richer findings than focus groups.
IDIs can be conducted either in-person or online making them an extremely flexible resource for information.
RIDE & DRIVES
Ride and drives are dynamic studies where respondents take the wheel on a pre-determine drive course. An interviewer will guide the driver through a number of tasks, with safety always their top priority. The interviewer will also ask questions and record the respondents’ answers as well as any pertinent observations.
Ride and drives are essential to gauge driver distraction or evaluate product performance in a dynamic environment.
DEALER STUDIES
With a direct link to new car buyers, auto dealers are often an untapped wealth of knowledge. Dealer studies can be scheduled phone interviews where we gather insights from dealers across the country, or we arrive as “mystery shoppers” to see first-hand how dealers explain products and answer tough questions.
OUR REPORTS
Our reports include Executive Summaries, Detailed Findings and, most importantly, Recommendations. We know the frustration of receiving huge decks of data, so we cut right to the chase and provide you with the key takeaways. We also provide all the detailed data with statistical significance and tell you what it all means.
For events, such as consumer clinics and focus groups, we include photos and video snippets to bring your data to life. How someone says something is often just as important as what they say. We do whatever we can to help you really view your products through your consumers’ eyes.
VIRTUAL FOCUS GROUPS
Whether traditional or online, focus groups enable us to meet face-to-face with consumers to gather qualitative feedback. Our moderators have decades of experience quickly building rapport, which allows them to draw sincere and thorough feedback from respondents. While we follow pre-written guides, the flexible nature of focus groups allows us to explore any new or unanticipated insights in detail.
These qualitative findings help us to understand the “why” behind consumers' thoughts, emotions, and actions so that you can take action. For example, you may learn via a survey or clinic that merely 52% percent of participants would buy your product. But a focus group could reveal that if you simply moved a handle or changed the color, that number would increase significantly.
ONLINE GLOBAL SURVEYS
Online surveys are extremely popular because they are quick and affordable, and they can easily cover a wide geographic area with many participants. These quantitative studies yield rich data on which you can confidently base future decisions.
-
What percentage of your target market would consider this product?
-
Who is the target market for this product?