SPECIALIZING IN PRIMARY RESEARCH
(QUALITATIVE, QUANTITATIVE AND BIG DATA)
THE CORE OF WHAT WE DO INVOLVES MARKETING STRATEGY OR COMMUNICATIONS
AND LIKELY INVOLVES AT LEAST ONE OF THE FOLLOWING STEPS:
While we employ myriad methodologies, our passion and expertise is in online qualitative research. We were early adopters and we are passionate about it. Consumers reveal their true selves and results are rich and revelatory. For a more complete discussion on why we like online, please go to this link.
We’re also excited to introduce our latest offering BRAND STAND. This new research tool, exclusively from Hello Possum, marries big data with qualitative to deliver fresh, useable insights. Ideal for pitches, brand health checks, product launches and media content and strategy. For more on BRAND STAND, please go to this link.
We always approach each project objectively and use the method that is right for your needs.
Some of the areas we have expertise in are:
In-person groups (including dyads and mini-groups). Often used to share creative or strategic concepts, understand how your target (potential or actual) perceive your brand /product /marketing or better understand what makes your customers tick.
BLOGGING & JOURNALING
Respondents share their thoughts and behaviors over a specific time period (from 1 week to several months). This extended time frame provides a better understanding of habits, behaviors and thoughts and is ideal for experience-based or high-involvement subjects.
Data is used to understand how a consumer shops, how the store is merchandised, how products are perceived in terms of appeal and value and customer-service impressions.
Utilizing smartphones, this methodology is ideal for capturing real-time thinking and allows a study to continue even when respondents are not at their computer. It’s particularly useful for experience-based projects (e.g. capturing in-store interactions) or when a journaling/diary-type activity is desired (e.g. recording feelings around smoking/eating/shopping). Mobile Qual is brought to life via photography and/or video captured with the respondents smartphones.
For new-to-market products, flavor variations or comparative testing (new v. old, brand A v. brand B). Can be done in a facility or online.
Typically, an in-field study done by observing participants in their natural habitat. Recently we have started doing this online via self-reporting. Respondents document their lives or specific behavior [e.g. beauty routine] via photography and journaling. May incorporate Mobile Qualitative for a more complete 24/7 picture.
EXPERT INTERVIEWS & PANELS
Either done one-on-one, online or via an ‘event’, like a discussion over dinner in a private room at a restaurant/hotel. Example candidates include doctors, journalists, chefs, CEOs.
For when you need to speak to a lot of people!
It’s often helpful to have an ‘outsider’ lead a session and inspire different ways of thinking about a brand, product or consumer segment.