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Qualitative research for marketing and other product related reasons has been around since about the 1940's and plays an important role of uncovering consumer needs, feelings, beliefs and attitudes. Companies and organization who are still using the qualitative methods of 50+ years ago have a huge opportunity to get deeper insights by considering the latest and greatest approaches to getting deeper understanding of their customers/consumers!

Focus Groups, in particular, were developed as an early form of qualitative research and are probably the most frequently and inappropriately used qualitative research method today. While there may be a few valid reasons for using group research, consumer centric companies and organizations are increasingly turning to in-depth one-on-ones to obtain deeper insights and understanding. Here are some characteristics of in-depth qualitative research methods of 2010:

• Discussion format not an interview (This means the discussion guide likely does NOT include a list of specific questions which will be asked!);
• Discussions held in context (perhaps the home, a home-like setting, a store or simulated store, etc.) rather than a sterile research facility;
• Discussions include many involving activities, not just sitting and talking;
• Team members participate personally with the panelists not just watch someone else interact with them from behind a one-way mirror;
• Interactions with panelists may be on-going and continue over time, not just be a single event.

CCC has deep expertise in the latest and greatest qualitative research approaches and loves to help project teams apply them to develop deeper and richer insights, which can build business!

The authors, Carol Berning, Susan Mackey, and Anne Lilly Cone have over 100+ years of combined experience and were all highly respected managers at Procter and Gamble. For more information on these research experts, see the CVs by clicking on their name above.

Contact Information
Call or e-mail Dick Bruder, CCC President/CEO, at (513) 233-0011 or dbruder@cincconsult.com

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