Focus group research is at the core of our ability to uncover the hidden values and beliefs that drive behavior. Our formally trained, experienced moderators know how to probe responses to reveal deeper meaning and interpret subtle cues such as intonation, body language, and tone. We listen for repeated words and look for opportunities when participants signal a change in perspective.
Bulletin boards are online focus groups, facilitated by an experienced moderator, that unfold over an extended period of time. Participants log in at their convenience resulting in more time spent and often richer insights. This approach is optimal when anonymity is important or respondents are dispersed geographically.
In-depth interviews focus on individual perceptions and behaviors, using open-ended questions to facilitate a conversation. This method is particularly useful for addressing sensitive topics and for reaching out to senior executives, elected officials, and other high-ranking professionals.
Laddering is a hierarchical technique for identifying the deep drivers of consumer decision making. The method is derived from means-end theory, which postulates that individual behavior is driven by personal values. We begin by asking respondents to describe the tangible, functional benefits that a product or service provides followed by a series of "why" questions to uncover the underlying core values that truly drive their choices.
We go beyond asking respondents whether or not they "like" a concept to probing to understand their concerns, and what might change their mind. Our approach is specifically designed to elicit candid, honest responses to new concepts, service innovations, and marketing materials.
Cultural perspectives explores how cultural forces influence individual beliefs and perceptions. Using qualitative tools, we uncover the cultural cues brands communicate through the choice of color, shape, language and other symbols.
