21 Jul 2016

Think Outside the Box: Creative Ideas for Better Qualitative Research

Focus groups and other qualitative research techniques are often used to generate ideas for new product development. In spite of this frequent application, it is notoriously difficult to bring eight, ten or even twelve strangers together for a discussion. Add to that the need to get them to open up and “be creative” about your brand, messaging or products and services, and you have a real challenge.

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Tagged: Focus Groups, Marketing Research, Qualitative Research

14 Jul 2016

Why Focus Groups are Thriving in a Digital World

Recently, technology has given marketers many new and innovative ways to tap in the customer psyche and create a stronger, more visceral understanding of the marketplace. And while these new market research tools have great promise, none has yet taken the place of the traditional focus groups in delivering valuable insight. As shown in the 2015 Greenbook Research Industry Trends (GRIT) report, 79% of respondents reported using qualitative research in the previous year - and traditional focus groups maintain their position as the most used qualitative methodology. In total, 68% of 2015 GRIT respondents reported using traditional, face-to-face focus groups, up from 59% in 2014.

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Tagged: Focus Groups, Qualitative Research, Market Research

03 May 2016

How to Choose a City for Your Market Research Project

One of the most critical elements to ensuring market research project success is to make sure you have the right respondents. Whether your project is qualitative or quantitative, if the participants do not have the information you need – or can’t express it – you’ve lost not only a battle, but the war. In addition to clearly specifying the characteristics and specifics about your qualified respondents, the location of your research is also important.

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Tagged: Focus Groups, Focus Group Facilities, Market Research

14 Apr 2016

In Qualitative Research, Size Does Matter!

In qualitative research, variety is the spice of life. Moderators are particularly sensitive to the number of participants in their groups. Some firmly believe that twelve is the right number. Others are more comfortable with eight. The reasons for these preferences include:

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Tagged: Focus Groups, Marketing Research, Moderators, Qualitative Research, Focus Group Facilities

04 Feb 2016

Recruiting the Best Market Research Respondents

Whether you’re conducting qualitative or quantitative market research, the quality of your respondents is the most critical factor in your project’s success. Excellent recruiting is a three-way street requiring strong communication and understanding between the client, the market researcher and the recruiter. And because there are so many moving parts to recruiting, there are many ways that it can go wrong.

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Tagged: Focus Groups, Marketing Research, Recruiting

13 May 2015

Insights from Qual 360

By guest writer: Jen Ignacz
(This post originally appeared on the Topp blog)

As a UX researcher, I have found out over the years that there are far fewer qualitative researchers than quantitative researchers in the business world. This makes sense based on the ratio of qualitative and quantitative research conducted in businesses; according to ESOMAR Global Market Research Annual Reports the last several years, between 75% and 85% of global research has been quantitative year after year – but the truth isn’t always in numbers.

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Tagged: Focus Groups, Marketing Research, Recruiting, Moderators, Qualitative Research

28 Apr 2015

Moderator, Teacher, Traffic Cop, Idea Protector, Listener: Conducting Qualitative Research with Kids

Everyone knows kids are different from adults. But have you ever thought about how those differences translate to marketing research? In the early days of marketing research (let’s say the “Mad Men” era), marketers assumed that you couldn’t do research with kids because they were too unpredictable and unreliable. So marketing research – and hence, marketing – focused mostly on parent’s opinions and perceptions.

Today, with kids having (1) a huge influence on family purchases, and (2) their own purchasing power, understanding kids is critical for effective marketing.

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Tagged: Focus Groups, Workshops, Marketing Research, Moderators, Qualitative Research

01 Nov 2014

Saving Money on Focus Groups

Some marketers seem to think that the best reasons for conducting focus groups is that they are fast and cheap. So, is it any wonder that they have sticker shock when they learn how much their project will cost and how long it will take to do it right? Those types of misconceptions can lead to marketers not conducting marketing research at all, which ironically, can have a much bigger cost in terms of poor decisions or lost opportunities. Whether these perceptions are correct or not, marketing researchers still have to address them and find ways to save money when conducting focus groups.

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Tagged: Focus Groups, Marketing Research, Qualitative Research

24 Oct 2014

Building a Great Partnership with your Moderator

If you’re doing qualitative research, then you’re working with a moderator. As much as their skill and experience, the way you work with them – before, during and after your project – will determine your project's success.

Our new eBook, Getting the Most Out of Qualitative Research: 35 Tips for Building a Great Partnership with your Moderator, explores how to most effectively work with your moderator or QRC and ensure you get the most out of your research dollars. To bring the most useful insights to you, we talked with moderators across the country to gather their input for this eBook.

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Tagged: Focus Groups, Marketing Research, Moderators

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