Approach

I am committed to providing my clients with actionable, strategic marketing research.  To aid clients in effective targeting I provide them with a contextual perspective on who their customers/consumers are and how they relate to the product / service / category. 

A typical engagement generally includes the following:

Project Initiation:  I meet with appropriate members of the client team live or virtually to discuss  project needs and to determine the best methodologies to meet client objectives.  We also discuss interview topics to be covered, respondent selection and scheduling.

Set-Up:  I contact recruiters, facilities and other suppliers in the region(s) specified, arrange all of the logistics and direct the recruitment process.

Discussion Guide Development:  All topics and issues are incorporated into a discussion guide and submitted for client approval.  This is an evolving document; the guide can, and often is, adjusted after the first group(s) or set of interviews.

Interviewing Program:  The major activity of a study involves moderator-facilitated focus groups or interviews, which are conducted in a non-directive, but structured manner whether in person at a facility, via telephone, on-site at the respondent’s home / office or in the field shopping. 

Analysis:  All findings resulting from the interviewing program are analyzed in accordance with study objectives.

Reporting of Results:  The results of the study are presented in written report format, typically a power point deck.  A formal presentation of findings can be arranged if desired.  Additionally, the client receives digital audio recordings of the interviews/groups, transcripts and DVDs if available.