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Qualitative Investigation |
Surveys can’t capture intensity of emotion, and are ill-suited to in-depth exploration of consumers’ motivations, their experiences, and their hopes and fears. Sometimes you just have to sit down and talk to folks. Sometimes you want to put your toe in the water before diving into a full-scale quantitative project. TRC can facilitate these more intimate exchanges with customers and prospects, and will translate feedback received into meaningful insight and direction.
With experienced moderators, a range of options for reaching and communicating with your target audience, and our commitment to designing projects specific to your pressing business questions, you can count on TRC to be a helpful qualitative partner. | Traditional focus groups can still be the best way to foster productive discussions about brands, concepts, or service experiences, and can be an excellent way to generate new ideas or to kick-start questionnaire development. Conduct them online when your target audience is geographically dispersed or tech-savvy, or if there’s value in combining feedback sessions with interactive demos. In-depth (one-one-one) interviews offer the benefit of free-flowing conversations unaffected by the opinions of others. They’re a great fit when you’re looking for spontaneous and unbiased feedback, and are often the best way to talk with hard-to-reach C-level executives, doctors, or people in “on-the-go” positions. | Online bulletin board discussions are a great way to combine the benefits of focus groups and in-depth interviews and are a practical way to drill-down into emotions and perceptions without having to travel from city to city. |
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