Qualitative Research

Qualitative Research yields an in-depth understanding about an issue. Typically focusing on a small number of people, these interviews tend to be longer and often unstructured since the interviews are in-depth. An outline of discussion points, rather than a questionnaire, is often used. Moore Research conducts qualitative research throughout the United States and globally, either in person or utilizing online techniques (bulletin boards, blogging and in virtual communities).

Focus Groups (virtual or in-person)

A focus group is 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. Moore Research will work with you to create a complete topic guide that will allow you to gain a deep understanding of consumers’ feelings and perceptions.

Moore Research has its own in-house Focus Group facility, learn more about our facility.

In addition to back room viewing, Moore Research offers the ability to securely live stream focus groups over the web in high definition. For those who are not able to travel, this provides the ability to view the groups from the comfort of their own desktop. The convenience of video conferencing and video streaming allows key people to be involved in the qualitative research process, without the costs associated with travel.

Moore Research also conducts virtual focus groups. A web-based technology enables participants from all over the world to engage in the study. Our virtual focus group methodology utilizes video technology and a teleconference bridge system that recreates a focus group facility room in a unique way. The moderator and participants each broadcast their own streaming video via a connected webcam, allowing everyone in the room to see each other. Participants are invited to log on at a pre-determined time. The moderator guides the discussion using a combination of pre-determined questions and unscripted quotes, while respondents interact with each other in real-time. Clients can watch the session and interact with the moderator, but remain hidden from the participants view. For clients who don't attend the real-time session, a recording of the session can be made available.

In-Depth Interviews (virtual or in-person)

In-depth interviews are used to probe individuals for impressions and behaviors about a product or service. These interviews involve various open-ended questions facilitated 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 and to understand not only the “what”, but also the “why”. In-depth interviews can take place in-person, via phone, or via video conferencing.

Online Bulletin Boards

An online bulletin board is an interactive research tool allowing study participants to engage in comprehensive discussions within a brief period of time. Moderators and participants log in from any location, at any time that is convenient for them (asynchronously). Participants spend some portion of each day (at their convenience) communicating online in a moderated discussion. During the course of the study, participants respond to a variety of questions, visuals and/or pre-determined topics. The convenience of an asynchronous study increases participation rates and enables our researchers to interact with participants from diverse geographic locations. Online bulletin boards are useful when dealing with low incidence populations, sensitive topics, concept, package or product testing (where stimuli do not need to be in hand), and advertisement or website testing.

Online Immersive Research

Immersive research combines online ethnography with social networking technology to capture customer experiences, behaviors, attitudes, and emotions as they unfold via text and images. Conducted entirely over the Internet using a web-based software platform, immersive research allows us to absorb ourselves in the customers' experience. The research activities include a series of assignments that participants complete asynchronously over a period of days or weeks via a secure website. We develop the assignments, always with our clients' input, with the goal of capturing participants' experiences in their actual environment. Activities might include asking participants to upload digital images or videos that represent feelings, perceptions, and experiences with your brand. Other activities include story-telling, role-playing, photo tours, diaries and journals, responding to stimuli, engaging in group discussions, and writing brief narrative responses to moderator questions. These activities enable us to visit your customers at home, at work, or in the community revealing patterns of behavior in a real-world context.

Ethnographic Observations

Unlike traditional methods, 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, and helps understand processes that are harder for respondents to reconstruct when outside of the actual situation. These observations allow our clients to see their current products and services in use. Clients also gain insight into avenues for improvement within the purchase environment, improving the product and/or service itself, and identifying opportunities for new product development.

Central Location Testing

Our central location testing is done in person and groups can be as large as 100 participants. A variety of different studies utilize this research methodology. Central location testing is ideal for some product and pilot tests and qualitative research. It can allow for higher response rates and superior results in cases where a lengthy or difficult survey is involved. Also, this kind of testing is advantageous in finding special target samples, such as children, teens, and ethnic groups.

Website Evaluation and Usability Tests

Websites typically reflect the expertise, orientation, and mindset of their creators; as such it is very difficult, if not impossible to design a website from the point of view of the actual user. Website evaluation enables Moore Research to determine the functionality of their clients' websites from the customer's point of view.

Moore Research’s website evaluation studies are typically conducted as a series of individual in-depth interviews with members of the target market. During the interview we explore the user’s expectations and experiences with your website. We are able to determine how well the website achieves the purposes for which it was intended.

Participants complete a series of tasks that elicit their true opinions and perceptions of your website. A Moore Research facilitator works with each participant, probing for his/her reaction to the usability, usefulness and overall visual appeal of the website, and also probing for areas of frustration, confusion, ease of use, etc.