BRG’s professionals have conducted thousands of focus groups and in-depth interviews.
Services
BRG has expertise in all phases of qualitative research Images depicting people doing qualitative research.
- Framing the research objectives
- Identifying respondent qualifications and recruitment screeners
- Recruiting qualified respondents
- Creating the process guide
- Moderating/interviewing
- Preparing a report and presentation that focus on fact-based recommendations and actions
Methods
- Focus Groups – To gain insight into viewpoints using group dynamics and synergy
- Traditional
- Online
- Bulletin Board
- In-Depth Interviews – To understand sentiments and opinions, especially on sensitive or proprietary topics
- In-person
- Telephone
- Ethnographic, Intercept and Observation Studies – To learn more about product purchases and use
- Point of purchase
- At home
- At work
- Customer and Other Advisory Councils – To obtain ongoing feedback on customer experience and new product concepts
- In-person
- Telephone
- Meeting, Facilitation and Team Building – To take research to the next level
Techniques
We use a variety of techniques to ensure the best outcomes for each qualitative research study.
Getting the Right Participants
To have qualified, willing and enthusiastic participants for successful and creative sessions, we:
- Develop a screening interview instrument that includes all necessary and desired demographic, behavioral and attitudinal criteria
- Incorporate quality control measures to ensure each participant fits qualification criteria
- Include articulation screening
Pre-Session Assignments
When appropriate, participants complete a pre-session assignment which helps to:
- Stimulate respondents’ thinking about relevant experiences and needs
- Bring a more thoughtful perspective to the discussion
- Uncover less apparent or unanticipated issues, needs and ideas that might otherwise be missed
Unique Approaches
Techniques to encourage, energize, stimulate, motivate and free respondents to be more expressive and spontaneous at an emotional level:
- Creative Clarification – Helps participants organize their thoughts
- Ideation – Explores new product/service concepts
- Laddering – Reveals the unique link between product attributes and respondents’ emotions, goals and core values
- Registering a Point of View – Having respondents commit to an independent response to avoid “group think” pitfalls
