Methods
Qualitative market research is our core business. Over the years MaResCon has been more active in offline projects but we are also quite experienced in online qualitative research.
The first step is to define the objectives & the expected results. These must be clear before the most appropriate method can be chosen. In the pre-proposal phase we will challenge your research request in order to recommend the best possible format.
Mirror Sessions
What
These are purely internal sessions, organized around a specific theme, eg customer service, Brand DNA, internal communication...
When
Ideally when tension occurs, processes are not streamlined, conflicting market approaches...
The sessions take ± 4 times.
How
we are going to work as projective as possible, using tangible / visual material (photo drawings, Lego® blocks ...) to avoid pure and sometimes hollow 'talking'.
Objective
The goal is threefold:
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firstly experience how the same theme is sometimes viewed in very different ways
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then retrieve which sources (real company data, own experience ...) one actually uses / on which ones one relies to have a certain vision / views / beliefs ...
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finally work towards a more aligned vision regarding a certain theme
Practical:
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MaResCon has a wide network of research facilities (with two-way mirrors and/or a CCTV setup) both at home and abroad. The chief research cities in Belgium are Ghent, Antwerp, Brussels, Liège and Namur.
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MaResCon has also its own modest research space, suitable for in-depth interviews, smaller group discussion and informal meet & greets. An internal television circuit allows the client to attend the sessions.
In-depth interview
The IDI is the best possible way to look into the customer’s heart. It is an intimate and safe setting where all cards can be put on the table.
The IDI is a very powerful tool. It is a very personal way of challenging the customer and looking him/her in the eye. But getting it right, getting to the bottom of things take a great deal of skill.
Our approach takes into account a number of aspects in order to guarantee a productive and relevant interview:
An interview is a conversation
More than simply asking questions, a good interview should be a two-way street with room for the interviewee to ask questions of his/her own. Compared to the group discussion the structure is not so dominant. There must be room to conduct the interview at a pace that suits the interviewee and explore aspects that he/she finds important.
Trust and respect
It is crucial for the interviewee to feel comfortable. Both the environment and the interlocutor must instill confidence and a sense of security.
Don’t be afraid to challenge
It is only human that people do not have an answer right away and/or need some time to get to the point. It is not surprising that the participants want to keep their cards close to their chest. It is almost normal to make contradictory statements from time to time.
As an interlocutor, the moderator must be very alert and not afraid to point this out (in a non-threatening way). Experience shows that interviewees appreciate this critical attitude. Also, they often recognise that this helps them reflect more deeply and accurately on the questions and their relation to the topic.
Practical
As far as location goes, MaResCon offers four interview options: at a central location, at the interviewee’s home or workplace, by telephone or via Skype. Each of these four methods offers specific advantages. The final choice often depends both on practical and content-related considerations.
Triads & mini group
These two variants on standard group discussions allow us to get more depth in the topic we want to explore.
Very valuable to explore a topic, both in depth and in breadth. An individual is often too limited to think in broad terms whereas a group is frequently too dynamic to go in depth.
Practical:
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MaResCon has a wide network of research facilities (with two-way mirrors and/or a CCTV setup) both at home and abroad. The chief research cities in Belgium are Ghent, Antwerp, Brussels, Liège and Namur.
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MaResCon has also its own modest research space, suitable for in-depth interviews, smaller group discussion and informal meet & greets. An internal television circuit allows the client to attend the sessions.
Online Focus Group
Our online approach is purely chat-based, without webcam. We truly believe in its value when used for a specific purpose (see also Packaging Design).
We do not view the online group as a practical means to overcome geographical or convenience issues. We opt for this kind of session because an online focus group delivers proven added value for very specific research question.
Offline setting
An offline setting (e.g. group discussion) is a very complex set of interactions and influences. In fact, it is more complex than you could ever imagine. When it comes to packaging design, communication concepts, etc. offline assessment can easily turn into chaos and the stimuli get lost in the process.
• Everyone interacts constantly with each other (explicitly and implicitly).
• There is no specific attention for the stimuli as such, they get sidetracked due to the interaction between the participants and the moderator
• There is no focus at all
• The moderator holds a central position and is therefore very close to the stimuli
• if not attentive he/she can even influence or determine how a packaging design is perceived by the way he/she introduces the proposition, the mock-up…
Online setting
When researching a very specific stimulus e.g. a packaging, a visual … the online setting (text chat only and no webcam!) is pure and unbiased (see also the Heinz Case).
In our online setting the research topic is front and centre, it is the only focal point.
Every single participant is directly connected with the stimuli that we want to research and explore. The research universe is clearly defined and consists solely of what we are interested in: the stimuli and the response. Although the moderator is important, he/she is more of a facilitator rather than a concrete part of the research universe itself.
Practical:
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MaResCon is working with VisionsLive Focus Group software.
Your challenge
You’ve screened our methods and you feel none of them will properly address the issue you or your company are struggling with?
Customer centricity is key to us too! Let us know what research question you are struggling with and we will come up with a research plan to help you. And remember, trying to capture the problem in a small briefing is often already part of the solution.