All the complex algorithms and statistical approaches don’t really matter unless you get the answers you need. Our team of qualitative and quantitative researchers apply the right methods to reach the real solutions.
Pricing Models
WHAT: Through a price sensitivity meter, consumer price preferences can be determined with incremental understanding of value within a defined range.
WHY: Yields an acceptable range for pricing in addition to the optimal price point for an offering.
Turf analysis (Total unduplicated reach & frequency)
WHAT: Identifies optimal configurations for maximizing reach or the proportion of a target group through a statistical model.
WHY: Provides better understanding of the growth impact given a defined environment; common applications include effects on market share with line extensions or maximum use of shelf space.
Regression Analysis
WHAT: Identifies the relationship between dependent and independent variables and the relative impact.
WHY: Understand the key drivers that result in maximum impact.
Max-Diff (Maximum difference scaling)
WHAT: Respondents select high and low items within a brief listing of potential offerings. The approach has aspects that are similar to conjoint but with a broader research application.
WHY: Prioritize which items are most important to consumers relative to others.
Conjoint Analysis
WHAT: Identify which attributes or features have the greatest impact within the realistic context of product profiles. Respondents illustrate their perceived value through this comparative trade-off approach.
WHY: Understand respondents’ perceived value of a product profile against other potential options for maximum impact and use this to identify preferred features, product sets, or service bundles.
Brand Mapping
WHAT: Spatially map a set of brands based on relative measures.
WHY: Provides a visual understanding of a brands strength, weakness, comparative status, and points of differentiation.
Segmentation
WHAT: Identifies homogeneous sub-groups generally based on needs, attitudes, behaviors, or demographics within a larger group of respondents.
WHY: Understand high value target groups and the things they have in common and translate these groups into targets for products and services, messaging and offers.
Design and Ad Test Lab
WHAT: An efficient method to get customer feedback on creative before it launches. The lab places the media in front of participants and gets specific feedback on the individual elements of the piece as well as general appeal, relevance, and motivation.
WHY: Our lab is set up to handle a control and various images, video or text and provides the 'why' that A/B testing can't give you.
Cool Technology
Deep Insights
Concept Testing
WHAT: We take your great ideas and put them in front of real customers to gather insights about appeal, uniqueness, potential of purchase, improvements, additional features or other specific needs.
WHY: Because sometimes you need to really understand the 'why' behind the consumer reactions to your media. Things an A/B test don't tell you.
Live Survey Connect
WHAT: Connect directly with survey participants directly after survey completion with a moderated telephone or video interview.
WHY: Often, a deeper understanding of the survey responses sheds light on the key to the decision at hand.
Ethnographies
WHAT: Science and art of engaging with participants in their life settings for an extended time as an observer and participant in their life.
WHY: Through observation and engagement with participants, real use, behaviors and attitudes about products/services are revealed in the context of every-day life. Typically, ethnographies reveal miscues in assumptions made about product application or the consumer's understanding.
Focus Groups
WHAT: Moderated discussions with small groups of targeted participants focused on specific topic sets.
WHY: Group discussions provide in-depth rationale for consumer perceptions, ideas, or behaviors relative to the topic at hand. Allows for a borader set of participants and can lead to creative solutions. Output provided in video, audio or text in additional to analyzed reporting.
In-Depth Interviews
WHAT: Moderated interviews with key customers, top executives focused on a specific topic set and outcome.
WHY: At certain levels, a face-to-face interview provides the best approach to truly gather input, identify the nuances in responses, and delve into those comments. In B2B settings, these interviews often produce a halo effect for the firm as these targets are interested in finding out more about the firm willing to interview them for insights.
Ideation
WHAT: Creative group sessions focused on identifying a broad basis for new ideas (innovation platform) and then delving into specific needs/features to identify alternative solutions to be explored.
WHY: Often, firms need outside stimulus and moderated approaches to spark new ideas and move throught the 'fuzzy' front-end of the innovation pipeline.
Technology Platforms
Canvas Research Engine
WHAT: Our proprietary online qualitative system that allows us to efficently and effectively gather qualitative insights through conversation and moderated activities.
WHY: Because our system gives us ultimate flexibility and control over the research while in field.
Media Evaluator
WHAT: Using interactive video technology, video media can be evaluated by a participant as it plays. The participants apply ratings of sentiment to the various scenes throughout the media.
WHY: Knowing where in the media customer interest or appeal is the highest and lowest can lead creative execution decisions to provide an enhanced product before release.
GeoFencing
WHAT: The ability to target a specific device with a survey, text poll, or email when it is in relative proximity to a desired location.
WHY: Provides access to respondents when they are in the shopping moment to gather 'in-moment' insights, not recalled insights.
Text Response
WHAT: An instant survey opportunity to target 4-5 questions that require a one letter response and then potentially leads to agreement for longer survey participation.
WHY: In store, or during events, consumers are more willing to respond quickly to a set of finite questions and may be enticed to opt-in for additional research. Uncovers situational insights whiel feeding participation in longer-term approaches.