Qualitative research describes any type of research that is open-ended and probing in nature. MindSearch provides qualitative research in the form of: Focus Groups, In-Depth Interviews, and other Qualitative Services. These are the "keys" to learning what is on the mind of your customer!
Develop new ideas and concepts with the help of the buyers in your marketplace; let them tell you what they want. Test reactions to proposed advertising materials or new products and get immediate market reaction before engaging in costly advertising campaigns or product development.
| Traditional, in-person groups | Use for general conceptual issues, feasibility testing, and reactions to physical products or materials. |
| Mini-groups, Dyads, Triads | For more focused, technical issues, addressed in more depth, or for small populations. |
| Online Chat groups | Interactive chats can include diverse populations and are convenient for participants. |
| Bulletin Board groups | Allows for more time to analyze response sets before posting follow-up questions. |
| Videoconference groups | Clients can view groups in real time without time and expense of travel. |
| Telephone groups | Use with geographically dispersed or hard-to-reach populations, or for sensitive issues. |
| Web-conference groups | Combination of telephone and Web provides depth and probing of issues as well as ability to view concepts online. |
| Ideation sessions | Internal or external sessions to generate new ideas for products and services. |
One-on-one, depth interviews allow for extensive in-depth probing of any topic on an individual basis.
| One-on-one in-depths | In-person depth interviews to obtain unbiased opinions and to document processes at the individual level; respondents can range from consumers to high-level executives or professionals. |
| Navigational interviews | Used to identify process used by individuals to place an order from an e-commerce site. |
| Usability testing | Documents how users interface with a product, prototype, or Web site. The sessions are typically recorded using window-in-window video. |
| Telephone in-depths | Obtain quality insight from hard-to-reach respondents. |
| Field intercepts | Immediate follow-up to activity such as a purchase, interaction with a stimulus, or recruitment for in-home testing. |
| Online chats | Interactive on-on-one sessions with hard-to-reach respondents on technical issues or those requiring visual stimuli. |
| Ethnographic research | In-home or at-worksite observation of product in-use. |
MindSearch can help you with subcontracted portions of your qualitative project, such as moderation of groups or interviews, field management, analysis, and report writing.
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Moderation & Field Management Services |
All aspects of field management including participant recruiting and screening, administration of pre- and post- group homework, and full moderation services. |
| Debriefing Sessions | Immediately following focus group discussions to assimilate client take-aways and formulate a cohesive conclusion regarding results. |
| Analysis & Reporting |
Reporting can be: - PowerPoint, with embedded audio and video clips All reports include Implications and Recommendations which address the client's objectives. |