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Qualitative Research

We manage all aspects of a qualitative project, from recruiting and moderating to analysis and reporting.


Some issues we address:

  • Category exploration including usage and cultural meaning

  • Brand and corporate identity and positioning

  • Product and service positioning

  • Customer journey mapping

  • Advertising and communications development and testing

  • New product development

  • Naming

  • Logo design

  • Packaging

  • Website development and refinement

Some methods we use:

  • In-person: Focus groups, mini-groups/dyads/triads, one-on-one interviews

  • Online/mobile: 

    • User experience (UX)

    • Digital diaries

    • Focus groups

    • Ideation and co-creation

    • Week-long or longer-term blogging

    • Discussion boards

    • Chatbot boards

    • Panels/insight communities

  • Behavioral observation

  • Ethnography, e.g., in-home interviews, friend parties

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