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QUALITATIVE
Clients’ research needs demand different approaches
and methodologies. We advocate customized approaches that are
thorough and appropriately pointed for any objective(s). Below
are a number of techniques we most often use:
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Focus
Groups (standard, mini, or super groups)
These group discussions enable us to probe beneath the surface
to identify not only what people think, but also why they think
the way they do. Focus groups are ideal for developing new ideas
and exploring public reaction and opinions in-depth.
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In-Depth
Interviews (IDIs)
Such interviews are ideal when sensitive issues need to be discussed
or when interviewing professionals and executives.
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Diads/Triads
These discussions are among groups of either two or three individuals
at a time. Sometimes these sessions are a more efficient (time
and budget) means of obtaining quicker reads to satisfy research
objectives.
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Ethnographic
Interviews
In-home or on-site ethnographies provide a rich understanding
of how people in their natural environment behave and function
with a product or service.
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Online
Research
Whether through the Internet or an in-house intranet, online
research is a way to collect and immediately process data from
many respondents. It can be used to test audio and visual materials
such as websites or television ads.
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Web
Site Testing
Web site testing is ideal for conducting research before launching
a web site, or as part of a revision process for an already
existing site. In addition to web site testing, other applications
for the usability lab include visual- and audio-testing new
products or advertising, or testing actual services such as
on-line banking or shopping.
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Structured
Employee Interviews (group and individual)
An adjunct methodology to the IDIs, these interviews are related
to a client’s specific internal objectives among its own
employee professionals and/or executives.
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Ideation/Brainstorm
Sessions
An extension of the internal type of research interviewing that
may be conducted, a client may at times require an objective
facilitation of discussion sessions to explore strategies, new
products and/or services, or overall branding issues.
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Expert
Groups
We conduct similar ideation/brainstorming sessions for a client
among "experts" within, or concerning, a particular category
or for specific marketing, advertising, or communications objectives.
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Mall
Intercepts (for short interviews)
These on-site interviews enable the qualitative testing of visual
material, such as posters and print or TV ads. |
QUANTITATIVE
Though specializing in the qualitative aspect of research,
DMD can - and, as often - assisted clients in satisfying their
quantitative research needs as well. For these areas, DMD fully
coordinates and oversees other quantitative research specialists
to obtain results in a number of areas:
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Online
Surveys
We are capable of fully coordinating an on-line survey among
an existing, potential target, or general demographic group
with real-time results available for the client.
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Telephone
Surveys
Similar to online surveys, the same methodology may be implemented
via the telephone. We fully coordinate this service through
one of our strategic partner companies.
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Mall
Intercepts
Utilizing the same methods as outlined in the qualitative section,
mall intercepts can be conducted in numbers that can provide
a client with findings having more of a statistical significance.
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Instant
Response
These second-by-second measurements pinpoint the most resonant
components of advertisements, speeches, and other communications,
allowing the client to filter out "flat" and/or ineffective
messages. |
OTHER
SERVICES
There are also other more-specialized services that DMD is
capable of providing for its clients. They are summarized below:
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Consumer/Employee
Expert Panels
Occasionally, a client deems it necessary to convene an "expert"
panel of respondents to discuss a set of very targeted set of
subject matter. The duration of these panels can range from
a one-time group discussion or over a period of months or years.
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Observation
Studies (in-home, in-store, other)
DMD is capable of in-home, or in-store, studies for prolonged
longer periods of observation (than traditional methodologies)
of target audiences to obtain richer information, usually related
to a specific or related group of tasks.
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Content
Assessment & Analysis
We can also provide services related to an objective examination
and assessment of bodies of information, usually past research
conducted for a company. |
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