Qualitative Methodologies

I work with my clients to customize their research projects and to select the most appropriate methodology or combination of methodologies to meet their individual needs.  

I have successfully utilized the following methodologies to meet client needs and study objectives:

FOCUS GROUPS

Full Size Groups:  Seven to ten respondents are interviewed in this highly interactive setting and are often recruited to represent a range of demographic profiles.

Mini Groups:  Four to six respondents are interviewed in this setting which allows for a richer response and more input from each respondent.

Triads:  Three respondents are recruited to be as homogeneous as possible and are interviewed together allowing for greater interaction between respondents than in the group setting.

IN-DEPTH INTERVIEWS

Pair Interviews:  Two respondents (often friends) are recruited and interviewed together.  This methodology works extremely well with children and teens who may otherwise remain reticent or unduly influenced by discussion group leaders.

One-on-one Interviews:  Respondents are interviewed individually and heavily probed on issues without undue influence from other respondents.  Consumers are generally recruited to a centrally located facility.  B2B audiences can be interviewed at the research facility, in the field or on-site at their places of employment.

PRE-RECRUITED TELEPHONE INTERVIEWS

This methodology works particularly well with B2B projects.  Traditionally difficult to recruit or geographically dispersed audiences are pre-recruited and interviewed using a qualitative one-on-one methodology by phone.  Materials can be Fed Exed, or emailed ahead of time for discussion during the interview. Further, a panel can be developed and the same respondents can be re-interviewed at later stages of the project exposing them to new materials at different intervals.

ETHNOGRAPHIC INTERVIEWS

In Home Interviews:  Consumers are observed and interviewed in their homes in order to explore first hand behavior, relationships with and usage of products.

Shop Along Interviews:  Consumers are observed and interviewed while shopping in the retail setting in order to explore first hand purchase dynamics, brand/category decisions and other shopping behavior.  These interviews can be done on-on-one or in pairs.        

A variety of techniques including laddering/benefit chains, brand sorts, brand personality exercises and other projective techniques can be utilized within the above methodologies.