How do you know if your new product, service or website design actually meets the needs of your current and potential customers? When testing new concepts, products and services, or communications pieces, a useful first step is to explore the opportunities and barriers affecting their appeal, acceptance and active use by uncovering why your customers hold those opinions. Qualitative research probes deeply to capture and define the issues that matter.
Rockbridge uses a variety of qualitative market research techniques and tools, including focus groups, depth interviews, telephone focus groups, and our proprietary social media application, OpinionPond™. We emphasize an approach of partnering with our client throughout all stages of the research, ensuring that the facilitator has a deep understanding of the client goals and business issues. We also strive for insightful analysis that leads to useful conclusions, and when applicable, strong hypotheses for a follow-up survey. Our capabilities include:
- OpinionPond™ – Our proprietary application collects qualitative data in an environment that mirrors social media. The interactive application dynamically links online survey respondents to OpinionPond™ to gather rich data that only qualitative research can achieve. Survey responses and data collected in OpinionPond™ are combined to provide superior research results for our clients.
- Classic Focus Groups – We have extensive experience with both consumer and business populations. Rockbridge has multiple skilled moderators available, and we maintain a file of facilities in over 30 cities where we have conducted qualitative research.
- Online Focus Groups – Conducting focus groups over the web saves on travel, is more convenient for respondents and ensures a geographically diverse sample. Our trained moderators use a web interface to present concepts, show videos, demo websites, and brainstorm ideas, while clients can monitor from their home or office.
- Telephone Focus Groups – Using special moderating techniques augmented by technology, this method produces surprising results. Telephone groups solve the problems of gathering populations that are small, geographically dispersed, or unwilling or unable to travel (e.g., handicapped).
- Consultant Interviewing – This refers to depth interviews conducted over the telephone or in-person by trained facilitators who are familiar with the project goals. Rockbridge has implemented studies with up to 80 in-depth interviews completed within a two week field period using a team of consultants.
- Employee and Management Interviews – Many engagements include interviews with senior and middle management and/or focus groups with employees. Rockbridge recognizes the different protocols and sensitivities in dealing with these populations.
Read whitepapers on Qualitative.