\n“At this point it\u2019s possible to do qualitative on just about any topic, in almost any venue, with just about any target group. Execution isn\u2019t the problem. The problem is keeping the client team invested in the process. If it starts to feel boring, they\u2019ll stop showing up; if the final report is 50 pages of quotes, they won\u2019t read it\u2026 “\u2013 Marketing Director, B2B Hardlines Marketing Organization<\/cite><\/p>\n<\/blockquote>\n<\/div><\/div><\/div><\/div><\/div>
<\/div><\/div>QUALITATIVE RESEARCH<\/h3>\n<\/div><\/div><\/div><\/div>
We are an evidenced-based marketing consultancy. Observation is our starting point and we are equally comfortable with qualitative and quantitative research approaches.<\/p>\n<\/div>
Getting to the Point in a Hurry\u2026<\/strong>\u00a0At StarPoint, many of us were trained in an environment where we had 30 seconds or less to make our case, so we understand the need to keep it interesting and get right to the point.<\/p>\n
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- We keep our qualitative projects interesting in the field with original approaches and imaginative tasks.<\/li>\n
- We make them interesting and actionable on the back end by focusing on the key insights and their implications for actionable next steps.<\/li>\n<\/ul>\n
Qualitative Research: A Core Component of our Program<\/strong>\u00a0Questions of perception, language and culture are of critical importance to the formation of any successful marketing campaign. Because qualitative research techniques are ideally suited to studying these issues, we have developed a special practice in the application of several specific techniques.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
HOW THE CONSUMER INTERPRETS YOUR MARKETING MESSAGE<\/a><\/h6>\n<\/div><\/div><\/div>
Communications Tests<\/strong>\u00a0<\/a>This simple diagnostic interview goes straight to the core of how well a marketing message is communicated and how consumer beliefs are formed and modified. The communications test is often the quickest and most cost effective method for determining which of several creative approaches best delivers your intended message. \u000bLearn more here\u2026<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>
EFFECTIVELY COMMUNICATING THE KEY PRODUCT FEATURES & BENEFITS<\/a><\/h6>\n<\/div><\/div><\/div>
Product Concept Checks<\/strong><\/a>\u00a0A qualitative concept check is probably the most cost-effective way of determining whether your new product concept is well-conceived, easily communicated and resonates with the intended target group. Whether done in-person or online, this diagnostic probe will immediately highlight any problems with wording, presentation, perceived logical linkages and unintended missteps in presentation. \u000bLearn more here\u2026<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>
CREATING A USER EXPERIENCE THAT INFORMS & DELIGHTS<\/a><\/h6>\n<\/div><\/div><\/div>
Usability Research<\/strong><\/a>\u00a0Designing an engaging and graceful interactive user interface is hard \u2013 but smoothing out the user experience doesn\u2019t have to be. Like other forms of qualitative com-checks, a qualitative usability check is a quick, inexpensive method for identifying \u2013 and correcting \u2013 the subtle miscues and hidden flaws in a great design.\u00a0\u000bLearn more here\u2026<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>
HOW THE CONSUMER PERCEIVES YOUR BRAND<\/a><\/h6>\n<\/div><\/div><\/div>
Brand Personality Profiles<\/strong><\/a>\u00a0Managing a brand\u2019s identity starts with identifying the collection of metaphors \u2013 action terms, relationships, descriptors, expectations \u2013 that define the brand and the category in which it competes. For this task, projective techniques are the method of choice and we have developed a specific technique to probe those crucial \u201cback-of-mind\u201d associations. \u000bLearn more here\u2026<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>
FROM THINKING ABOUT SHOPPING TO BUYING A SPECIFIC PRODUCT<\/a><\/h6>\n<\/div><\/div><\/div>