Qualitative Projects

1. Our client wanted to know why certain resellers of a high-tech service were having success marketing this service, while others were not. We conducted one-on-one interviews with the managers of 35 resellers around the US. What emerged was a clear picture of which target customers, sales techniques, and auxiliary services were generating the most sales. Our client used the information to create marketing programs and to share "best practices" with their entire reseller base.
   
   
2. Our client was developing its next generation product line-up, and, needed consumer feedback on a wide variety of product features. We conducted focus groups in the US, Germany, France and Poland. Several target segments were invited to participate. In the focus group room, we set up a "simulated store" with mock-ups of the future products and written tags describing their features. Analysis of the findings yielded a three-tier feature hierarchy: "must" features, "want" features and "avoid" features.