Qualitative Research Services

Qualitative research offers invaluable depth by exploring the "why" behind consumer behavior, motivations, and perceptions. It provides rich, nuanced insights that quantitative data alone cannot capture, uncovering underlying emotions and unspoken needs. By directly engaging with individuals, qualitative methods illuminate complex issues, allowing for a deeper understanding of experiences and attitudes. These insights are crucial for effective strategy development, product innovation, and refining messaging to resonate authentically with target audiences. Ultimately, qualitative research delivers actionable understanding, enabling more informed and impactful business decisions.

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Why Ironwood? Ironwood offers an in-house, fully-integrated suite of qualitative research services. A rarity in the industry. Our top-quality field locations and technology-led recruiting practices provide the foundation for our award-winning qualitative solutions. Ironwood’s qualitative researchers focus on asking the right questions, in the right way to uncover true respondent attitudes, motivations and behaviors... the right context needed to inform critical business decisions.

Ironwood Insights Group offers a range of qualitative research methodologies. These include:

  • Traditional and Online Focus Groups: Facilitating group discussions to gather in-depth insights and opinions.
  • Bulletin Boards: Conducting online discussions over a period of time to allow for more thoughtful and detailed responses.
  • In-depth Interviews (IDIs): Conducting one-on-one interviews to explore individual perspectives and experiences in detail.

They tailor their approach to the specific needs of each client, offering a consultative approach to research design.

Key Methodologies

  • In-person: focus groups, IDI’s
  • Online: focus groups, web-enabled IDI’s, message boards
  • Ethnographies: in-home/in-person, digital
  • Galleries, Central Location Testing
  • Shop-a-longs 
  • Mobile diaries

Specialized Approaches

  • Journey & experience mapping
  • User Experience (UX)/Design

    Research

  • Path-to-purchase

  • Communities: ongoing, short-term
    (e.g., 2 weeks - 3 mos.)

  • Projective techniques

  • Behavioral science



Services

  • Recruiting
  • Study/session design
  • Moderating
  • Focus group facilities
  • Central location facilities 
  • Stakeholder, employee and customer advisory boards
  • Workshops
  • Automated incentive fulfillment