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Qualitative Research

Qualitative research is among the best ways to focus your marketing and new-product development efforts. We will manage your project from preparation of the screener to report presentation, including professional, objective moderation of individual and group interviews.

Research Methods

  • Traditional Focus Groups
  • One-on-One Interviews
  • Alternative Location Focus Groups
  • “Mini-Groups”
  • Triads
  • Mall Intercept
  • Trade Show or On-Site Interviews
  • Online Focus Groups
  • Online Bulletin Boards

Types of Marketing Insight Provided

New Product Development:
We have extensive experience in client-side product development that allows us to bring unique insight to your new product development research. We will help you identify the appeal that your new idea or prototype has for consumers, and ways that you can make changes early in the development process to maximize market potential.

Branding/Brand Loyalty:
Are consumers making an emotional connection with your brand? With 20 years of experience in branding, we can help you understand what is at the core of your brand’s appeal and what changes might help to take their loyalty to the next level. Discussions with target consumers using the latest creative research techniques will allow you to better understand purchase behavior, brand perceptions, and reactions to new product and packaging samples.

Existing Product Review:
What key product features and benefits is your customer looking for? What needs can your product help address? We conduct focus groups with customers to help identify the strengths and weaknesses of existing products, and to identify opportunities for improvement that will help better address market needs.

Advertising:
Make sure that your advertising is communicating what you think it is. We can conduct interviews with consumers to do ad communication checks for your ads, your competitors and new advertising in development.

Packaged Goods:
Whether you are reviewing brand or line extensions, or looking to fill gaps in the marketplace, we can help you assess the reaction to new products with consumers. How would consumers suggest you improve a product to better suit their needs? What marketing communication tools will help to get more attention on the shelf?

Association Membership:
Marketing an association’s services requires a unique understanding of the expectations and desired benefits of membership. We have done research speaking with members and non-members of associations to determine the most appealing mix of member benefits.

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