No Replacement for Person-to-Person Research


I’ve been doing Focus Groups and In-Depth Interviews for quite a long time now.  Every few years I’m told by marketing and research leaders that qualitative (person-to-person) research is “dead” … It was dead when “eye measurement” research became popular It was dead when e-mail panels became popular It was dead when on-line focus groups became popular Now it is dead because mobile phone research is popular Not to take anything away from these (I use the last three myself ...

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What About Why?


Online surveys, mobile surveys, program diagnostics -- today’s market research tools. But as great as they are, one important question evades them -- Why?  Why did users indicate they liked that one best?  In our online survey, why did they choose that option -- and what were they thinking when they did? When you want to know why, you have to talk to customers/potential customers/users. Real people – not virtual.  In person – ...

Business Un-Usual


There are still lots of surveys and focus groups, but the breadth and depth of research needs have evolved.   Glimpses of a few unusual research needs/requests from clients last year demonstrate this (yes, they all got answered!) What audience is least likely to be included in a company’s Focus Groups?  How about the Board of Directors?  As part of a rebranding project, the company wanted its Board to participate in a ...

Eureka!


An organization I volunteer with recently presented their new strategic plan.  They had done all kinds of research to get input for the plan.  To their amazement they discovered that their newest and least used service was the one that people believed most “reflected the vision” of the group. Hmmmm.... They were thrilled because they were spending a lot of time on this new service and they had not realized how well-known and well-thought-of it was!  Now ...

Tuning Up Your Focus Group: Make Them More Affordable


  It is during tough times that consumers are forced to make decisions about what really matters to them.  It is important that companies and organizations stay on top of what they choose and WHY they choose it....






nerrenj@bellsouth.net (901) 725-1728