by Bob Walker | May 17, 2018 | Marketing research, Qualitative research
Concept/idea screening tests are research designs that reduce (i.e., screen) a large number of conceptual ideas (e.g., 15, 20, or more) into the group worth pursuing vs. those that should be rejected. When Used Concept screening is typically undertaken after (1) a...
by Bob Walker | Apr 26, 2018 | Marketing research, Qualitative research
Focus groups are perhaps the best-known marketing research technique. Focus groups leverage the dynamics of group interaction to generate qualitative (i.e., non-projectable) feedback on marketing-related issues, and to develop hypotheses for future testing. They are...
by Bob Walker | Apr 17, 2018 | Marketing research, Qualitative research
As the name implies, in-depth interviews (“in-depths”, or “one-on-ones”) use a single moderator-single respondent format, and are designed to generate highly detailed feedback at the individual respondent level. In-depth interview techniques vary, but they are...
