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Market Research

Gain insights through qualitative and quantitative research

Just as a quality landscape survey helps an architect craft blueprints, business, marketing, government and non-profit leaders develop growth and improvement plans.

Good data facilitates good decisions. However, while 50 percent of large companies feel brand and market assessment research is highly valuable, only 20 percent have launched research projects in the last two years. [1] If you’re one of those firms, you may be missing out on data critical to improving performance.

You might be looking for market research to gain:

  • Deeper understanding of customers’ needs
  • Additional perspective of your marketplace position
  • New industry issues or changes in your primary market
  • Insights into the potential for new business lines

We’ll look at the problem, data and strategy holistically. A big-picture market research approach ensures the appropriate strategy and data collection tools for reaching your goals.

Market research planning

To get started, we’ll ask the following questions:

What is your end goal?

What qualitative or quantitative data would aid in substantiating the problem, opportunity or solution at hand?

How will the research be utilized?

Based on the answers to those questions, we’ll develop a holistic research strategy customized to meet your goals. Whether your research question would benefit most from a quantitative or qualitative methodology, we’ll identify and choose the tools that provide the answers you need. Among the qualitative tools in our toolbox:

Focus Groups

Whether you’re planning a process improvement, new product development, customer experience or service delivery, we can bring together focus groups to help you gain helpful insights. We’ve hosted focus groups in lab settings that allow you to observe the conversations in real time and participate in the findings. Or, we can prepare summary analyses with video clips to help your team develop a shared understanding of the findings.

Ethnographic Research

Sometimes the real a-ha moments aren’t in what people say, but what they do. We conduct in-person site visits to observe interviewees in their day-to-day environments. Observing, listening and seeing directly how they interact with a product, process or organization offers invaluable insights for innovation and process improvements.

Service Design

When service design involves customers, the process becomes a blend that is part market research and part innovation/process improvement. Because design thinking puts customers at the core of the design process, there is no separation between the listening, learning and iterating, making innovation more efficient and process improvement more effective.

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