Qualitative research programs can draw upon tremendous resources from client organizations to dig deeper to glean consumer insights. This paper explores three ways to optimize the research by jointly setting clear objectives, preparing the back room, and debriefing.
SUCCESS CRITERIA FOR INTERNATIONAL QUALITATIVE RESEARCH
When conducting qualitative research programs outside of one’s home country, there are a number of factors that can come into play beyond traditional research considerations. This paper develops success criteria for these research programs that takes into account culture as well as both the moderating and project management functions.
PACKAGING: QUALITATIVE APPROACH
Since an estimated two-thirds of store purchase decisions may be made at shelf, research into product packaging has generated much significance. This paper explores some general techniques and more specific considerations for ensuring consumers are central to this type of research.