|
As a primary research firm, we help our clients gather feedback directly from their target market: prospects, customers, partners and other groups of interest. We do this using a range of data-collection techniques. The selection of a data collection technique results from an assessment of information needs and any constraints that exist, such as deadlines and budgets; none of these techniques is inherently superior to another.
In general, research techniques fall into two broad categories--qualitative: -
In-depth Interviews (telephone, in-person) -
Focus Groups (traditional, online) and quantitative:
Qualitative Research Qualitative research gathers information from respondents in an open-ended and exploratory fashion. Researchers lead respondents through a guided discussion, allowing them to answer questions in their own words. The format also allows researchers to follow-up on topics of interest that arise in conversation. Qualitative research explores the "why" and "how" of a subject. In-depth interviews and focus groups are the most commonly used qualitative research techniques. In-depth interviews: In-depth interviews are a guided, open-ended discussion with a single respondent. Interviewers lead respondents through a structured topic guide that addresses key issues of interest. In-depth interviews are appropriate for executives, geographically dispersed groups and people that may not feel comfortable speaking openly with others present (e.g., business competitors). At Isurus, a in-depth interviews are conducted by partners and senior researchers. The typical number of in-depth interviews we conduct on a project ranges from 10 to 30. Focus groups: A focus group is a group discussion that addresses key issues of interest. A focus group typically consists of seven-to-ten participants led by a moderator The moderator follows a discussion guide that is an outline of key research issues. Focus group discussions generally last from one and one-half to two hours. The client sponsoring the focus groups can watch them in real-time from behind a one-way mirror, and videotapes of groups are also provided afterwards. As with in-depth interviews, Isurus partners--the same individuals who design the research with you and analyze the results--moderate the groups. Typically, a focus group project consists of four-to-eight groups. Most often, groups are conducted in two or more cities to help understand any geographic differences that may exist. Back to Top
Quantitative Research Quantitative research gathers information from respondents in a highly structured format, commonly a survey or questionnaire. Surveys consist of structured questions and mostly pre-defined answer categories, such as rankings, scales, and yes/no responses. Surveys help us understand the "how many" of a subject, and then allow us to project the results of the research onto the broader target population with statistical confidence. The four most commonly used survey formats are: Telephone surveys: Most survey research is conducted by telephone. This format is effective for all types of respondents, including business professionals, executives and consumers. Telephone surveys are the most effective format for most business-to-business research. Web-based surveys: When e-mail addresses are available it is possible to conduct surveys online. Potential participants are e-mailed an invitation to take part in the survey. Sources of e-mail addresses include customer databases or any of a number of online panels. It is also possible to use telephone or mail to recruit participants in a web survey. Mail surveys: In general, mail surveys are only used for customer and employee research. People are mailed a paper survey, which asks them to fill it out and send it back to the research firm. In-person surveys: Some consumer research situations require showing respondents an actual product, not just a picture of the product. In this case, mall intercepts are useful. Participants are recruited from mall traffic to participate in a study. Back to Top
|
