We utilize a network of focus group facilities throughout the U.S. to support our qualitative projects. Clients can expect the following services to meet their qualitative research needs, including focus groups, in-depth interviews, and ethnographic research.
Project Management: Our 37 years of experience in managing qualitative research projects ensures that special attention will be devoted to all project details. We have experience in managing multi-site projects.
Design of Screener: Because the type of participant that you need for the qualitative study directly impacts the recruitment costs, we devote attention to ensuring that the screening criteria are clear and realistic given the expected incidences that we have experienced with selected demographic groups.
Design of Discussion Guide or Interviewing Protocol: We will guide you through the design of the discussion guide or interviewing questionnaire to ensure that all of your marketing questions are being addressed, that relevant copy and exhibits are in place, and that the moderator or interviewer fully understands your objectives.
Recruitment: We utilize a network of resources to identify the consumer that you desire, including client lists, community churches, schools, chambers of commerce, and U.S. residential lists.
Moderators and Professional Interviewers: Only experienced, professional moderators and interviewers will be assigned to your qualitative project. Moderators and interviewers usually arrive one hour before the first session and consult with the client to clarify any final points about the copy or products being evaluated and the general flow of the discussion or interviewing guide. The assigned moderator or interviewer will also ensure that all of the materials and equipment for the project are in place.
Simultaneous Translators: We will assign simultaneous translators to ensure that English-speaking clients can seamlessly follow the discussion with the help of special listening equipment.
Audio and Video Capture: Digital taping is a standard service for most qualitative projects. Video-conferencing and Internet video streaming are additional options at many locations.
Transcriptions: A verbatim transcription of the qualitative discussion can be prepared within a few days following the session.
Written Reports: The written report for qualitative projects is offered in two formats: top-line and detailed. The top-line report is written for the decision-maker who needs a summary of the study findings within a few days, while the detailed report requires more analytic time since it incorporates participant verbatims in the analysis. Reports are professionally written and incorporate recommendations for marketing strategy.