Moore Research Services

Qualitative Services

Research that yields an in-depth understanding about an issue. Qualitative research typically focuses on a small number of people. Since these people are interviewed in-depth, interviews tend to be longer and are often unstructured. An outline of discussion points, rather than a questionnaire, is often used. Moore Research conducts qualitative research in person or utilizing online techniques (bulletin boards, blogging and in virtual communities).

Focus Groups
An unstructured interviewing technique where a small group of eligible respondents (usually 8 to 10) are invited to participate in a discussion about a particular topic. One of our trained moderators will guide the discussion of the respondent group.

Mini-Groups
Mini-groups are a smaller version of focus groups. They consist of 2-4 respondents as opposed to 8 to 10. They are also an in-depth discussion about a particular subject.

In-depth Interviews
In-depth interviews are used to probe individuals for impressions and behaviors about a product or service. These interviews involve open-ended questions asked by one of our skilled moderators to an individual. The moderator uses a topic guide but does not rely on a structured set of questions. Probing techniques are used to encourage respondents to give the fullest answer possible.

Advertisement Testing
Advertisement Testing refers to various methodologies focusing exclusively on measuring the effectiveness, perception, or targeting of a series of, or a single advertisement in a given market. It is also related to Promotion Testing which generally tests communications in a broader campaign. Ad Testing can test any advertising media including print, TV/Cable, radio, billboard or others. It can be used at any stage of the advertisement development process including conceptualization, storyboard, or final stages.

Ethnographic observations
Unlike more traditional methods, actually observing consumer behavior in-home, in-office, or at the point of purchase reveals what respondents actually do, instead of what they say they do. This process examines customers’ behaviors, attitudes and mindsets in context-understanding processes that are harder for respondents to reconstruct when outside of the actual situation. This process allows our clients to see their current products and services in use. It allows them to gain insight into avenues for improvement within the purchase environment, improving the product and/or service itself and identifying opportunities for new product development.