Our Services
Focus on Research is experienced at a variety of moderating techniques that explore in-depth the perceptions, attitudes and values that drive customer behavior.
Focus Groups
In Focus Groups, recruited respondents are led through a discussion that follows an agreed upon guide. In addition to skilled probing which elicits emotional reactions and responses below the surface, benefits of this methodology include the interplay and brainstorming that occurs between respondents.
Clients reap rich insights not obtainable through quantitative techniques such as surveys and intercepts. Groups are typically held among 8 -10 people, for one to two hours.
IDIs
In-Depth Interviews are one-on-one interviews with recruited respondents. This type of research allows even greater flexibility in pursuing a train of thought or following up on a respondent's experiences, than does a focus group setting.
IDIs are ideal when opinions are best offered without the influence of others, or in the case of a sensitive topic, e.g. personal finances, or if a client prefers a high level of attention paid to the respondent, as in the case of senior executives. IDIs also allow the moderator to be better attuned to an individual's physical responses, such as facial expressions and body language. Interviews last between 30 and 90 minutes.
Brainstorming
In addition to the usual tools offered by qualitative research, Focus on Research is experienced at leading clients and customers through Brainstorming sessions.
Naming, discovering alternative uses for a product or technology, and developing ideas for strategic partnering are a few of the opportunities for employing this specialized technique. Sessions typically last 2-6 hours at an offsite location, and result in tens and even hundreds of new business ideas.
Ethnography
Ethnographic research occurs within the natural environment of the respondent, rather than at a research facility. This may be in-home, in-store, or anywhere else that is comfortable and familiar to the respondent. The session usually includes an initial tour of the home or setting and follows with observation and interviewing regarding a particular process, e.g. shopping, cooking, children playing with toys.
It is valuable as a means of understanding all of the influencing factors, from the environment to other family members and friends. Video or digital cameras usually aid the recording of the interview.
