Classic Qualitative

Qualitative research has evolved over the years as technology has provided us with new and different ways to communicate with people in the context of their own lives. However, in-person focus groups and individual interviews still have their place.

Focus Groups

These have been the backbone of qualitative research for many years now. By using this approach, we benefit from the interaction that occurs among respondents and the unexpected insights that can sometimes result. We have found that the most productive studies are based on full groups of no more than 8 people, resulting in rich interaction, and sufficient time for each individual to contribute.

Occasionally, the scope of the study may be narrow and the issues few, suggesting a design based on a larger number of one-hour mini-groups for about the same cost as fewer full-length groups. Increasing the number of groups is particularly useful when we are looking for more diversity.

Individual Depth Interviews

These make most sense when group interaction simply gets in the way; meaning when it hinders obtaining a true understanding of each person’s behavior and attitudes in the context of their real lives.

We conduct individual interviews with consumers, B2B subjects, employees, non-profit donors and opinion leaders. Increasingly online methods are replacing the need to interview individuals in person but there are still times when more direct contact is irreplaceable, either face-to-face or in a teledepth interview.

Ethnography

We have conducted many ethnographic studies in homes, offices and stores. However, we no longer have the time it takes to do this type of work nationally and limit our work to the West. In other states, we partner with local moderators with whom we have relationships and collaborate on the findings.