Focus Groups (Qualitative)

Get the in-depth customer feedback you need to make smarter business decisions.

Qualitative research allows you to explore ideas and dive deeper into customers’ perceptions about your brand, your product, your competitors and more. The MSR Group offers a full range of qualitative services and can help determine if one of these is the right way to uncover the insights you’re looking for.   

Traditional Focus Groups
At The MSR Group, you’ll find both a focus group facility and an experienced staff that knows how to manage your project successfully. The entire process—recruiting, hosting, moderating and reporting—is handled in-house by our professionals.

While focus groups may be the first activities that come to mind when you want to find out what your customers are thinking, they are only one type of qualitative research.

Smart Groups
Smart Groups, or telephone focus groups, are a way to combine principles used in conducting face-to-face focus groups with conference call technology.  You get qualitative feedback without the same constraints of geography and time traditional groups face.

Online Focus Groups
Taking Smart Groups to another level, Online Focus Groups use chat and web conferencing technology to gather participants. This provides an avenue to get feedback on visual content like ads, product concepts, messages and website designs. Participants can interact with online
mark-up tools and even have their nonverbal cues observed via webcam.

Sometimes a group environment isn’t the best way to get the feedback you need. IDIs, or Individual Depth Interviews, allow us to talk with your research participants on a one-on-one basis. These individual interviews explore the same type of topics covered in more traditional focus group settings and can take place over the phone, at The MSR Group in our interview room, or at an off-site location.

Intercepts are interviews that are carried out “on the spot” to capture immediate impressions from your target audience or to screen participants for more in-depth research. We can speak with individuals during or immediately following many types of experiences such as shopping, dining, watching a movie or attending a public event. These interviews capture a range of quantitative and qualitative feedback to satisfy your research goals.

Perception Analyzer®
Sometimes it’s helpful to add a quantitative element to a focus group discussion. We use Perception Analyzer® to get statistically reliable data from your group, while still providing the flexibility to ask, “Why?”
Perception Analyzer® is an electronic, interactive tool that enables group participants to privately respond to questions using a hand-held dial. Our moderator can adjust the direction of the discussion and explore different ideas based on respondents’ real-time feedback.

We can add Perception Analyzers® to all types of group facilitation, including:
             –Concept testing
             –Advertising evaluation
             –On-air personality or spokesperson evaluations
             –New product offerings
             –Mock jury trial research
             –Speech or public address critique

When it comes to collecting quality responses, we have the expertise you need.  Talk with one of our research consultants to find out the best approach.