At Advanced Analytics we offer a variety of Qualitative Research methodologies including:
Depth interviews are designed to gain direction from key decision makers and influencers. The interview is conducted face-to-face, led by a senior interviewer armed with a structured questionnaire. The interviewer uses the form for direction, but adapts with follow-up questions. Depth interviews are limited in terms of quantity, yet permit a deep probe into attitudes and thoughts. The interviews can last up to an hour and can be videotaped for further analysis.
A focus group surveys the opinions of 8-12 individuals gathered in a roundtable-like discussion lead by a moderator. The discussion typically lasts between one to one-and-a-half hours. Focus groups are designed to uncover audience behavior through a free flowing discussion of attitudes, interests, opinions, and perceptions. The information cited may be used to evaluate new product concepts and features, test communication effectiveness, message clarity, attitudes, and perceived message. The assessment gives a very good indication of an organization’s existing image and position in the marketplace. In addition, it serves as a forum to generate ideas and adaptations for new products and services.
Up to 65% of purchasing decisions are made in-store. Observational research attempts to understand the “whys” of shopping by identifying the key points at which shoppers make the final ” buy” or “not buy” decisions. Identifying consumers reaction to design, merchandising layout, availability, point of purchase fixtures, and price; establishments can make the necessary adjustments to improve the shopping experience for consumers. Mystery Shopping Used exclusively in the retail industry, Mystery Shopping uses field researchers who, assuming the role of shoppers collect structured data on the “shopping experience,” as it relates to a certain product or brand, or sales-service offered.
Consumer Diary is a technique used to identify usage and trial of a new or existing product or service. The participant is given a diary to log the amount of times he or she uses the product, where it was used, how much of it was used and how satisfied they were. Consumer diaries may be mailed, or they may be placed at the end of a check-out lane for consumers to respond while waiting.
Content Analysis research helps to assure advertising is communicating the correct message in the most effective manner. Content analysis determines how clearly the audience understood the intended message, the believability of the message, and whether it had a positive impact on the audience.
A Taste Test is mostly used to distinguish significant differences between competing brands. Taste tests identify preferences, identification with brands, usability, and trial ability.
In exit polling, field-researchers survey customers as they are leaving an establishment on a variety of issues. Exit polling offers the opportunity for immediate feedback on the operational, product availability, pricing and customer service of an establishment’s operation.