Qualitative Research

Focal Research has been conducting full-service qualitative research since 1990. Our up-to-date facilities, recently re-designed using client input and evaluation, are available for rental, or we can co-ordinate every detail of your qualitative needs, including screener design, participant recruiting, script development, moderating services, note-taking services, simultaneous translation, analysis and report generation.

On-Site and Off-Site Focus Groups

  • social program adoption
  • taste tests and consumer evaluation
  • advertising evaluation
  • packaging design and re-design
  • brand image development and repositioning
  • corporate image testing
  • competitive analysis
  • pricing and price sensitivity
  • new product and service development
  • measure identification and refinement for use in quantitative research
  • in-depth profiling of segments previously defined using quantitative research

Group Facilitation

  • problem definition and goal determination
  • situation analysis
  • strategic planning
  • problem-solving and decision-making
  • idea generation and brainstorming
  • team building training

On-Site and Off-Site Executive Interviews

  • telephone
  • in-person

Field and In-Home Studies

In-home tests have been conducted to examine:

  • repeated exposure to TV advertising
  • the ability of print/direct mail pieces to attract attention, generate readership, recall and action
  • product trial in normal day-to-day circumstances

Field tests have been conducted on-site in cooperation with other businesses to examine:

  • learning curves
  • product adoption
  • product involvement behaviors

Interactive/On-Site Testing

Product taste tests

  • product development
  • double blind preferences
  • triangulation methodologies

Interactive product testing

  • observation studies
  • behavioral monitoring using interactive products

Focal is experienced in coordinating and conducting large multi-site focus group projects, in both English and French languages. The scope of individual projects has ranged from local to province-wide to national to international. We have conducted groups throughout Canada and the United States.