Capabilities
Focus Groups
A focus group is a common research technique we use to understand functional and emotional benefits of a new product or service. We combine this qualitative approach with quantitative metrics to gain deep insights into customer rationale, their decision making context as well as the level of interest, uniqueness and purchase intent. A focus group typically consists of a small number of participants, usually around four to eight, from within a company's target market. The prospects are brought together and led through a structured discussion and are often asked to fill out a worksheet that allows us to conduct subsequent quantitative analysis.
In-Depth Interviews (IDIs)
We use structured, in-depth interviews to develop insights from difficult-to- reach customer audiences or for fast turnaround concept studies to assess the viability of a new product or service. In a typical research study, we conduct anywhere from 20 - 100+, phone or Skype interviews, depending on our client's need for statistical reliability. Each interview takes about 45 - 60 min. Our database of over 1500 vetted high-caliber executives (CIOs, CTOs, VP of IT, Head of DevOps, VP of IT Infrastructure, etc.) allows us to deliver complete projects in 4-5 weeks or less.
Online Quantitative Surveys
As product portfolios grow, so does the need to understand the customer dynamics between different products and competitors. We use online quantitative surveys, starting with simple but effective Q-Sort or Sequential Monadic methodologies for concept tests all the way up to advanced conjoint methodologies (CBC, MBC, Adaptive Conjoint) for portfolio or price optimization. These studies provide clarity on the ideal product/service mix, apparent cannibalization, and market inflection points to create a lasting global business impact. We have also partnered with some of the most advanced analytic firms, the Conjoint Center of Excellence in Delhi, to gain access to highly sophisticated tools and methodologies.
Neuro-Marketing, Strategy, Pricing
Using cutting-edge technologies (EEG, fMRI), we help our clients provide the right product at the right place for the right price. Brain scans reveal the truth of what customers truly like and desire. Direct measurements of real decisions and emotions enable our clients to target their marketing strategies on valid, reliable and objective information on how customers experience their advertisements, products, designs and pricing with signals obtained directly from the customer’s brain. In addition, each recommendation is accompanied by insights based on pricing psychology and behavioral economics, enabling our clients to maximize their return on investment.