Research Methodologies & Deliverables
Qualitative Methods Ask a question, get an answer. But great qualitative research requires more rigorous and creative approaches to uncover the real findings. We regularly employ innovative methods to probe beneath the top-of-mind response, including:
Evocative images to spur brand associations/themes. Collages to evoke ideas and feelings. Benefit ladders to explore the relationship of the product or service to the consumer. Modified ethnographic approaches (diaries, photo logs, videographies) to bring greater understanding and realism. Interaction analysis using advanced coding techniques and lag-sequential analysis.
A key to qualitative research is defining the right method for gathering the information you need. Hansa|GCR employs all of these methods:
Focus groups. Superior recruiting means bringing the right people into the room. We conduct hundreds of focus groups globally every year, led by skilled moderators.Small group discussions. Some topics are better explored as a discussion with three or four people, giving each individual more opportunities to contribute than the typical eight-person group. Hansa|GCR will tailor the type of group to your information needs.Executive interviews. Hansa|GCR's expertise and experience facilitate more informed and effective exploration of detailed issues.Observation. Sometimes we learn far more by seeing users in their native environment than we can by asking questions. While extreme care must be taken in structuring and analyzing this type of information, direct observation can truly enlighten developers and marketers.Online groups. An emerging alternative to the traditional group format, online focus group and chat techniques can be employed to reduce cost and shorten timelines.
