The Classics & The NEW
Qualitative Research is all about 'helping' the consumer tell us what truly drives him or her. We say 'helping' the consumer, as we are aware that consumer behavior is a translation of subconscious drivers and motivators that he himself is not fully aware of at times . To get to this hidden world of motivations, we need to adopt the right approach and use the right tools.
The regular focus groups and in-depths will always be trusted classics, but as with everything, we have to constantly evolve and innovate to keep up with the ever changing consumer world, brought about by the leaps in technology.
The Classics
Focus Groups
Depth Interviews
The dynamic environment of a focus group is ideal for understanding attitudes, idea-generation and concept-testing.
Triads, Quads, Mini-groups, or Full-size – we advise on the most suitable for your customer type and research issues.
They can be tailored to be highly creative, long or short in length, in a workshop or brainstorming style.
One-to-One or Paired; with family, friends, who can be interviewed together, or separately and then brought together at the end – a core qualitative classic for in-depth understanding, or exploration of more sensitive topics.
Expert &
High-net Depths
Clinics
Experts and High net individuals are a different breed altogether. Getting them to give you their valuable time can be a challenge. Over the many years, we have tweaked our approach and we know just the right strings to pull to land in an interview and not be kicked out before 45 mins. Once we get chatting, getting the information out of them comes easy to our experienced senior researchers.
Ethnography
Central Location Tests (CLT's), employing a mixed methodology of creative Qualitative discussions and definitive Quantitative scores are ideal when it comes to product evaluation.
Running a Clinic requires a whole different skill set from your regular research business.
It is like hosting a media event - sourcing the right venue, being on top of the logistics, proper maintenace of the stars - in this case the products, and arranging flawless interview schedules that run in perfect slots. All this can be seamlessly done only with experience.
At pureQUAL we understand the imporatnce of running a flawless clinic and we know the issues to watch out for. Experience does matter.
The New..and evolving
Community Panels
Interactive Groups
Ideal for ad agencies when doing pitch development work or finalizing on a creative or concept. The creative team will be observing the groups through a one-way mirror or CCTV facility and will make modifications to the creative or copy based on respondent reactions. The rough modifications can be taken back to the group to check if we are moving in the right direction.
Express Dipsticks
Want to do a quick consumer pulse check, maybe get an ear out to know what is trending, or you may want a quick weigh-in on an idea you may have, check the health of your brand to ensure all is well.
pureQUAL express dipsticks are quick and efficient. Turnaround time of 8 working days for upto 4 groups and a written debrief.
We can set-up an online panel for you. 30 - 35 respondents rcruited from a specific demographic and psychographic background.
Consider them as your experts who are always at hand to give you quick feedback on trends, your creatives, concepts, ideas.
These are online chats, and it has provision that allow you to show pictures, videos or even do polls.
Maintaining a panel for 3 or 6 months works out much cheaper than conducting individual studies and its speedy too.
Nothing like getting into your consumers shoes to see how they behave with your category and why - or just to see what moves them in general. But that's not possible - at the moment anyways.
The next best thing is to interact with your audience at their space. Spend time with them. Get to know them at a much more deeper level. Observe their behavior. Ask questions when something interesting catches your eye. Get a feel of their world and needs.
At pureQUAL, consumer immersions are all about taking you closer to your audience. And there is a skill to running an effective immersion without being overly intrusive.
We can create a short video of excerpts from the sessions, or from on- street research so you can hear your customers’ opinions directly.
