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| Qualitative methods | 
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Time Frame: 2-4 Weeks Cost Range: $3,000-$20,000 |
Depth interviews
are preliminary interviews designed to gain some direction from a key
decision maker. The interview is conducted face-to-face, led by an interviewer
armed with a structured questionnaire. The interviewer uses the form for
direction, but adapts with follow-up questions. Depth interviews are limited
in scope, yet permit a deep probe into psyches. The interviews can last
up to an hour and are videotaped for further analysis. |
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Time Frame: 2-4 Weeks Cost Range: $6,000-$25,000 |
A focus group is a collection of 4 -12 people gathered in a roundtable-like discussion lead by an interviewer. The discussion typically lasts between one and one half to two hours. Focus groups are designed to uncover consumer behavior through a free flowing discussion of attitudes, interests, opinions, and perceptions. The information cited may be used to evaluate new product concepts and features, test communication effectiveness, message clarity, and perceived message. The assessment gives a pretty good indication of a firm's existing image and position in the marketplace. In addition, it serves as a forum to generate ideas and adaptations for new products and services. |
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Time Frame: 2-4 Weeks Cost Range: $10,000-$50,000 |
Up to 70% of purchasing decisions are made in-store. But what are the triggers that help or hinder a shopper at the point of purchase? Observational research attempts to understand the "whys" of shopping. Researchers are able to identify the key points at which shoppers make the final "to buy" or "not to buy" decision. Having identified the reaction to store design, merchandising layout or point of purchase fixtures, store managers can make the necessary adjustments and improve the shopping experience for the customer. Satisfied customers lead to an increased sales performance. |
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Time Frame: 2-4 Weeks Cost Range: $5,000-$25,000 |
Mystery shopping is used exclusively in retail rather than the broader service industry. Field workers assume the role of shoppers to collect structured data on the "shopping experience" as it relates to a certain product, brand, or class offered in retail setting. Mystery shoppers can identify areas that may go unnoticed in day-to-day operations, without the inherent bias of a manager inspecting his or her store. |
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Time Frame: 2-16 Weeks Cost Range: $3,000-$10,000 |
Consumer diary is a technique used to identify usage and trial of a new or existing product. The participant is given a diary to log the amount of times he or she uses the product, where it was used, how much of it was used and how satisfied they were. Consumer diaries may be mailed, or they may be placed at the end of a check out lane for consumers to respond while waiting. |
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Time Frame: 2-4 Weeks Cost Range: $3,000-$10,000 |
Content analysis research helps to assure advertisements are communicating the correct message in the most effective manner. Content analysis looks at an advertisement's overall structure and determines whether the viewer percieved the layout and message. |
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Time Frame: 2-4 Weeks Cost Range: $25,000-$100,000 |
Competitive intelligence is research done in order to create counteractive strategy and to create awareness of the maneuvering made by competitors. Research is performed to create perceptual mapping models of a given market in relation to competitors and market share in the minds of consumers. The strategy is to identify the characteristics customers see as differentiating from competitors. Effective marketers understand the value of positioning in the minds of customers and are able to implement strategy to capitalize upon it. |
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Time Frame: 4-12 Weeks Cost Range: $15,000-$100,000 |
Most people have preferences and claims of significant differences between competing brands. But can people really distinguish the difference? In order to find out, you can conduct a taste test. The key to gaining signifigant feedback is to assess participant selection and to isolate the variables that may cause bias. Taste tests identify preferences, identification of brands, usability, and trialability. |
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Time Frame: 1-3 Weeks Cost Range: $3,000-$30,000 |
In exit polling, fieldworkers survey customers as they are leaving the establishment. Exit polling offers the opportunity for immediate feedback and makes customers feel like they have a voice in daily operations. |
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Time Frame: Call For INFO Cost Range: Call For INFO |
Sometimes the answer is out there; it just needs to be found in a cost efficient manner. Advanced Analytics is able to provide internet searches, statistical models and industry trending information through our knowledge of resource utilization. |
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