Deck

Qualitative Research

Traditional focus groups adhere to rigid agendas, accepting generic participant responses and in turn yielding superficial results.

If we asked how you were doing today, you’d probably say, “fine,” even if you had dozens of critical issues on your mind. Focus group participants are no different. Determining what is really driving participant attitudes requires challenging their opinions at every stage of the research.

Our unique “conflict-driven” approach challenges participants to articulate their core values and encourage creative thinking, helping our clients better connect with their target audience in meaningful, persuasive ways.

We call this process the "4Cs"

  • Conversation. We capitalize on the natural flow of conversation between respondents and our moderator. Instead of a rigid agenda, participants prioritize the discussion points, while we examine participant perceptions and priorities by letting the conversation evolve.
  • Confrontation. We dig beneath surface-level reasoning by “pushing back.”  By pitting participant against moderator and participant against participant, we challenge respondents to reveal what is truly driving their opinions.
  • Core. Understanding the core values held by consumers better enables clients to connect with their audience by playing to predispositions and articulating statements in familiar language that resonate with that audience.
  • Consensus. Once core values and predispositions are understood, we establish common ground between the client and the target audience by developing and testing facts, arguments and language to which the audience can relate.

We use the latest technology, including Instant Messaging and Instant Response dial testing, to enhance communication and education between moderators and the backroom. In addition, our qualitative approach applies seven tactics critical to communication success.

  • Apply the Big Picture
  • Go on the Offense
  • Simplify the Complex
  • Arm Your Advocates
  • Keep Stories Consistent
  • Integrate Audience Language
  • Play to Predispositions