FAQ’s

Q. What is the typical number of groups or interviews recommended per qualitative research study?

A. The number of groups varies by project and takes into account details like product, methodology, and the complexity of the demographic, i.e. the number of target segments.

A series of two to six focus group interviews of 6-8 respondents each are usually conducted depending on the scope of the project. Online studies are comprised of 4-6 respondents and can incorporate, national or regional samples. In-person studies are usually conducted in one to two major markets.

Q. What is the usual timeline for groups, IDI’s, and other qualitative research studies?

A. The timeline varies based on the difficulty of recruitment and number of groups or interviews and are estimated based on the research design, target market, etc.

We like to allow:

Time up-front for immersion and alignment with the client on research design
1-2 weeks for development of the stimuli and participant recruitment (online recruitment can be faster than in-person.
Immediately upon completion of the study, Team 360 and the client meet to debrief and brainstorm on the observations and actionable next steps
2-3 weeks for formal research report development.

Q. In light of the current COVID situation, how are you conducting qualitative research?

A. Over the last several years, on-line qualitative studies, focus groups, Individual interviews, qual boards, chats, etc. have been developed and deployed with great success. Almost anything we conducted in person can now be conducted remotely. However, there are some tradeoffs with each; positive and negatives depending on the research goals, study design, etc. all of which we can discuss in depth during our free consultation call.

Q. Why conduct marketing research during this pandemic?

A. Ongoing connection with your customers and target market is critical and based on recent surveys we know that consumers are open and eager to participate.

We partner with suppliers across that country who provide the tools to conduct effective online Qualitative research (i.e. focus groups and one on one interviews, etc.) as well as Quantitative studies.

Clients can observe real time video and/or utilize the recording, which is immediately available.

We incorporate our proprietary interviewing and testing techniques, that have worked for years, into robust online qualitative resources and the results are very effective.

We can test spots, shows, ads, concepts, designs, almost anything we did in-person.
We put the same meticulous work into all aspects of the process - the screening, recruiting, discussion guide, stimuli, moderation, etc.
Effective recruiting ensures respondents can provide valuable insights.
The overall timeline is speedier - faster recruiting and streamlined logistics.
Our “blueprint” post-research report with actionable recommendations, that our clients have come to depend on, is ready in record time.

Update: Many of the facilities across the country we’ve come to depend on are successfully conducting in-person qualitative research studies. They are taking extreme safety precautions including installing plexiglass partitions between respondents for the interviewing rooms. Participants have responded favorably.

As such, we are happy to incorporate in-person research back into our range of options.

Q. Why are your services different than other marketing research firms or consultants?

A. We don’t just conduct research studies we apply our process to every project ensuring that our clients get the very most out of every study. Our in-depth approach generates recommendations that go further than the traditional research approaches. We don’t just learn what your consumers like or don’t like, we determine what they will like, what they need to hear and, most importantly, what it takes to get them to buy.

Q. These days when online survey services appear to be easy and inexpensive to use, why can’t clients just do research themselves?

A. Simple customer surveys are now easy to conduct online if you know what you’re doing, and more importantly if you know what to include to generate meaningful results. Results that you can count on when using the data to create marketing and advertising.

Interpreting the data can be tricky. Wasting time and budgets on erroneous data can be downright hazardous. Using a trained professional to design and implement a proper survey can ultimately save you time and money that could otherwise be wasted, but even more important, it can set you on the right course from the start.

Q. How much does qualitative and quantitative research cost?

A. We customize our research approach for every project. Cost is based on multiple variables including number of markets, online or in-person studies, qualitative or quantitative structure, difficulty of recruitment based on the target demographics, and complexity of the material being reviewed.

Q. What do clients need to do to ensure success?

A. To get the most out of our process we depend on client participation at various points in study development.

Initially, based on our free consultation, we arrive at the best study design to meet your needs and deliver a detailed proposal.
Once the study is approved, we start the briefing stage, deploy a set of questions for the client prior to a call that enables us to do a deep dive into your product/service.
From there, stimuli are developed for use in the study.

Clients are included at every stage, screener approval, guide construction, observations during the research, real time input based on consumer feedback, debriefing/brainstorming and the final report with directives.

Our clients tell us that they find the process unique and highly illuminating, that they learn a great deal about their products during the process that assists them with many aspects of their business.

Q. Is testing ads online good enough?

A. Many clients test their video, ads, etc., online and feel confident running those that work best. However, this research model has limited application in that they never learn ‘the why’ which is a critical component in building any type of campaign. Qualitative research digs into the reasons behind the behavior, the ‘why’ behind the buy that leads to successful campaigns.