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 Focus Group – just like their decision-makers, influencers and users.  (Quite an exciting session!)

• Are obese people (and how they think about weight) the same everywhere?  We tested reaction to a weight loss product under development with an international sample of people based on their BMI (body mass index).

• Why not just ask?  Employee sessions pegged the reasons why large numbers were not showing interest in a new benefit (Employee research – their emotions and behaviors, not the standard Employee Satisfaction Survey – is growing fast)

• How can we get the attention of high-profile professionals in a low-profile business?   Persistence and attention paid off from Year 1.  Now in Year 4, they ASK for invitations to the group discussions.

•  “Church research”? We did Focus Groups with potential members and one-on-one, in-depth interviews with current members to get reactions to upcoming major changes.

• Can we find out how a customer experience is going before it is over?  In-Patient, in-person hospital research (with patients and families in hospital rooms) was the result when scores on follow-up surveys weren’t up to expectations.  Lots of interesting findings about patients and their expectations.

• Do people understand our in-store demo?  We set up the demo and brought in some current and potential customers one at a time to find out.

• Colonoscopy research?  Yes, it is possible to talk to people about things they just don’t want to talk (or think) about.

• Just how much do high school students know about college? More important it seems — is that the right question to ask?