Marketing Point, Inc. provides qualitative research insights to major corporations, advertising agencies and premier consulting firms. MPI also partners with moderators who may need assistance with a pending report or moderator assistance on a multiple city project. Our analytical staff stands ready to review qualitative tapes & data and transforms them into an insightful deliverable according to client specifications.

 

MPI offers qualitative research as a stand alone tool or in conjunction with quantitative methods in both the consumer and business to business segments.

 

We have extensive experience in a full range of qualitative formats such as focus groups, dyads, triads, mini-groups and one-on-ones. Our moderators are well-versed in Laddering, Ethnographic Research, Scripting, and a wide variety of other qualitative and projective techniques. Our dedicated team of project managers help to insure that the "right" participants are recruited, high quality, professional field facilities are used and communication between all parties are clear and complete.

 

Tools and Methods

Traditional Focus Groups remain as a tried and true tool in qualitative research services. MPI's unique approach applies innovative techniques for deeper diagnostics in an otherwise traditional setting. 
 
Affinity & Natural Groups are groups of friends, neighbors, family members or other interdependent decision-makers. Used to understand how naturally interacting individuals influence the attitudes and behavior of each other. 
 
Dyads, Triads, Mini Groups and Super Groups are different size groups may be advisable depending on the number of issues to be explored, the depth of information required, and the need for homogeneity or heterogeneity in groups. 
 
One-on-one In-Depth Interviews often used to avoid the influence of group dynamics or when there is a substantial need to probe deeply into the underlying logic or motivations behind individual attitudes or behaviors.

Diagnostic Techniques

•  Ethnography & Observational Research
•  Idea Generation/Creative Sessions
•  Laddering/Means-end Chaining
•  Scripting/Cognitive Process Interviews
•  Repertory Grids & Sorting Procedures 
 
 
Ethnography & Observational Research allows researchers to understand the culture and environment in which products are purchased, used, and evaluated. It helps to overcome some of the inaccuracies and omissions in self reported data on attitudes and behaviors. 
 
Idea Generation/Creative Sessions in these highly energized and focused sessions, our expert consultants employ a variety of techniques to encourage respondents to generate innovative ideas and solve problems creatively. This information can then be used for new product development, strategic directions for advertising or marketing communications and process improvements. 
 
Laddering/Means-end Chaining is an in-depth, one-on-one exploration of how consumers translate product attributes into personal values and underlying psychological motivations. Used extensively for customer segmentation, brand and product image assessment, and development of advertising or market strategies. 
 
Scripting/Cognitive Process Interviews used to explore the step-by-step process or logic in customer decision making or behavior. This technique focuses on how individuals think or behave in order to determine critical turning points and influences that shape decisions and behavior. 
 
Repertory Grids & Sorting Procedures determine how individuals differentiate and categorize key features and benefits of products or services. These are particularly useful when developing a full array of attributes that may be considered in selecting or evaluating products.

We have extensive experience in industries such as:

 
•  Advertising Agencies
•  Business-To-Business
•  Cable Television
•  Communications
•  Consumer Services
•  Consumer Packaged Goods
•  Employee Engagement
•  Executives/Management
•  Financial/Investment/Banks
•  Health Care
•  Hotel/Hospitality Industry
•  Information Technology
•  Insurance
•  Lawn and Garden
•  Managed Care
•  Marine/Boating
•  Medical
•  Pharmaceutical Products
•  Real Estate/Builders/Developers
•  Restaurant/Food Service
•  Retail
•  Technology/PC Manufacturers/ISP’s
•  Telecommunications
•  Transportation/Airline
•  Tourism
•  Utilities/Energy

 

 

Case Study: Homebuilder Optimization Study 

 

In the early stages of a predicted declining real estate market, a national home builder came to MPI with concern for its unsatisfactory townhome sales in its key markets. Knowing that the townhome price point would continue to attract buyers even through the market slump, it was important for the builder to define the ideal townhome product to not only hold its ground in the economic downturn but to ultimately gain superiority.

 

MPI put together a series of interactive focus groups among potential buyers and presented current floor plans. Each was thoroughly evaluated for its strengths and weaknesses. Consumer preferences were voiced and then applied to a “blank slate” where potential residents could literally design their optimal floor plan that fit their lifestyles. Through the course of these exercises, important features quickly rose to the top and unimportant features were cast aside. Participants made room by room adjustments to the plans resulting in valuable feature lists for the client. Armed with the archives of previous quantitative research, the builder confirmed the qualitative research and eliminated construction waste on unimportant features in the current plans and replaced them with more vital items that were identified.

 

The new optimized floor plans were presented to the builder’s architects for a full redesign of their townhome product line and would eventually be tested in a new community. Pre-sales report an increase in townhome sales that can be directly attributed to the research – again following an economic downturn.

 

Case Study: POP Display Testing & Evaluation

 

In a very competitive lawnmower segment, the features of a lawnmower are sometimes hard to read and understand. Our client wanted to be sure that their Point of Purchase advertising was delivering the right message, was easy to read, and eye catching to potential buyers.

 

The primary goal of this research was to measure the effectiveness of new point-of-purchase displays for the client at the national retailer. MPI designed a program that would not only evaluate Point of Purchase materials but evaluate the shopping process to see how respondents shop for a lawnmower. Respondents were asked to participate onsite at the retailer for an in-depth one on one interview. Each participant was asked to complete three exercises. The first exercise was to video record their shopping experience using the digital video camera provided. The key to this exercise was to let the camera be their eyes and record their thoughts. This exercise was completed after the respondents chose the product they would have purchased. The second exercise was an in-depth one on one interview with the moderator in the lawnmower section to evaluate current POP’s and test new POP’s. Upon completion of the second exercise the respondents were asked to review and evaluate several POP’s and choose the POP that was most appealing (i.e. designs, colors, shapes, location on product, etc.).

 

The research not only met the client’s objectives, but the innovative video methodology revealed surprising findings with regard to the shopping process. Reactions to competitive features were also recorded and reported to our client for consideration. Effective POP’s were explored and additional unexpected findings were included maximizing the outcome of the research for our client.

 

Learn more about how we can help you better understand your customers so you can implement strategies to keep them coming back. Email Joseph A. Ferris III, Managing Partner at jferris@marketingpointinc.com or go to our request form on our Contact Us page to quickly request additional information or to request a proposal today!