Bernstein Research Group, Inc. provides everything needed for any qualitative research project, from design, screening/recruiting to moderation, analysis and reporting.
Focus Groups of all sizes
Full groups (8 people), Mini-groups (4-6 people), Triads (3 people) or Dyads (2 people) – The size of these semi-structured sessions are tailored to the needs of the project. For example, exploration of a new category may be best in a full group setting, whereas individuals’ responses to new advertising is better done in a far smaller environment.
In-depth, One-on-One interviews
The opportunity to explore a topic in greater depth with individual participants. These are used especially for sensitive issues or where we just want to hear one person’s story in significant detail.
Observation of individuals in their own environment, to help better understand usage and factors affecting use.
Collection of feedback where the decision-making takes place
Having clients come INTO the focus group room as an equal participant; bringing clients to see their products/competitive products at retail. Anything that will help provide a full, clear picture of the targeted user’s experience.
Any of these can be conducted across multiple modalities: face-to-face, telephone, or online.
Any project can combine a variety of research methodology types (e.g., focus groups + dyads) and research tools (e.g., projective techniques, homework, customized exercises) to help achieve the research goal.
A moderator’s toolkit of exercises and activities to help identify underlying associations, motivations and emotions surrounding concepts, products, or product categories.
Advertising and Communication Testing
New Product Development