Qualitative Research

Focal Research has been conducting full-service qualitative research since 1990. Our newly re-designed facilities 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.

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

Executive Interviews

  • Telephone
  • In-person

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 Studies

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

  • Learning curves
  • Product adoption
  • Product involvement behaviors


Product Taste Testing

  • 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 and province-wide to national and international. We have conducted groups throughout Canada and the United States. Learn about our recruiting process here.