Qualitative Capabilities
Qualitative Research offers in-depth insight of customer beliefs, behaviors, and motivations. Through qualitative research, organizations better understand not only what individuals will do, but why they will do it. It is therefore a powerful tool for organizations who want to understand their customers at a much deeper level; exploring their reactions to new concepts, products and services, as well as brands and communication techniques.
In the rapidly changing world of qualitative research, Cicero offers you the important combination of innovation and creativity with true research integrity. Our consulting team includes some of the top qualitative researchers in the industry. Many of our moderators and qualitative consultants owned successful market research firms before joining Cicero. They know how to cooperate effectively with clients and with their quantitative colleagues throughout a research program.
Cicero uses several tools to successfully capture qualitative information:
- Focus Groups, Quads, and Triads-Focus groups, Quads, and Triads offer unique insight regarding a product, service, concept, advertisement, or idea. In many ways these qualitative groups are superior to survey techniques as they more effectively paint a visual - creating a picture in the mind of the organization, of who their customer is and why they want what they desire - revealing the reasons behind the behavior. Our moderators are some of the most well respected researchers in the industry.
- Personal and In-Depth Interviews-In-depth interviews are ideal for investigating personal, sensitive, or confidential information, which is unsuitable to discuss in a group setting. They are also the best method for advertising pre-testing, when we are seeking individual interpretations and responses. In-depth interviews are valuable for gathering information from people with busy lifestyles who would be unlikely to attend a focus group-like senior businesspeople or doctors-or from those who cannot practically attend a focus group. Oftentimes, we will combine in-depth interviews with focus groups to prevent group-think from affecting our hypotheses and to ensure a representative sample of participants.
- Live Intercepts-Intercepts are commonly executed in or outside shopping malls, sporting event centers, retail outlets, or any venue where large numbers of a target group are gathered. Intercepts often reveal a wide range of views and opinions, thereby facilitating a broad approach to qualitative research. Additionally, live intercepts can be leveraged as a quantitative research instrument, allowing us to reach people that might not respond to other types of surveys.
