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Focus groups and in-depth-interviews are effective techniques for discovering unanticipated views and opinions that may be driving or hampering sales. Such techniques are most useful when they can be followed up with a more quantitative approach. I have conducted a number of effective and cost-efficient focus groups and in-depth-interviews. Through this experience I have gained the ability to ensure that the information that is gathered will provide you the information you need to make informed decisions.
Some of the research questions that can be addressed through qualitative methods include:
- Brand Perception
- Advertising Message Testing
- Perceptions of Competitors or Alternative products and services
- Usage patterns
- New product testing
- Identify differences in communication or understanding between different groups
- Understand factors related to complex behaviors
- Develop questions for a larger quantitative survey
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