Our core methodologies consist of traditional tools like the focus group, the in-depth interview and all its permutations:  the dyad, triad, friend interviews, mother/child, couples, families, etc.  We have extensive experience in on-line methodologies as well.  In order to provide our clients with a rich, dynamic understanding, we utilize all the methodological tools at our fingertips. 

PROJECTIVE TECHNIQUES

We frequently supplement the learnings from our qualitative probing with projective techniques.  These techniques never replace solid, intuitive probing.  Instead, they enhance the clarity and vibrancy of the findings.  These techniques may be assignments that respondents prepare ahead of time such as diaries or collages.  They could also take the form of exercises that we conduct during the course of the interview.

But why use alternative techniques?  They aren’t used to put on a show for the back room but rather:

  • When memories and language are not readily accessible
  • Emotions & images are right-brained responses.  Straight questions give you rational answers.
  • A significant portion of decision-making is unconscious.  Projectives allow respondents to articulate things they couldn’t or wouldn’t otherwise
  • To circumvent the “well-meaning” respondent
  • To provide rich, juicy details which becomes a springboard for great for advertising

ETHNOGRAPHIC RESEARCH

Ethnographic research is cultural anthropology applied to the world of market research.  We are able to observe subjects in their natural habitat (aka, the home or workplace) and the familiar setting enhances our in-depth discussions.  This approach allows us to more fully understand and explore how respondents feel, perceive, experience and if necessary, interact with family members regarding the topic.

As the client, you have the rare opportunity to truly get a glimpse at the inner workings of the world of your target audience.

SALES FORCE EXCELLENCE

Companies do research every day of every year to better understand who they serve & why customers make the choices they do.  Your Sales Force is the direct link to your customers and is often an overlooked research subject.  The key objectives of a Sales Force Excellence study are:

  1. To determine the characteristics that make for a great sales force & more importantly, be able to identify those within an individual.
  2. To use those learnings to enhance the development of current members & facilitate hiring future sales people who are destined for greatness.
  3. To shed light on why current trends in sales occur & why sales force behavior exists as it does. 
  4. To expand their comfort zone & optimize the territory.

PSYCHOGRAPHIC ANALYSIS

Effective psychographic research is built upon solid and in-depth exploration by psychologically-trained researchers.  The result is a thorough model, grounded in reality, which reflects the deeper motivations and emotional perceptions of your target audience.  These perceptions ultimately impact their decisions, their relationships and their acceptance of products and brands.  Another benefit to in-depth, emotional exploration is that your brand team gets a first-hand perspective into life of your customers.  This perspective will continue to serve as a solid foundation as you move ahead with strategic decisions regarding your products.

There is no easy way to predict what the final output will look like prior to getting out into the field.  The findings of the research drive the design of models and our reports.  There are no standard solutions at Pinnacle Research Group.