Unlocking Insights, Driving Success
Expert Qualitative Research to Propel Your Brand Forward
Discover the Insights That Will Elevate Your Brand
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Decades of Expertise in Uncovering Market Insights
Established in 1982, Bernstein Research Group has helped hundreds of brands gain insight into their users and target customers to help refine products, positionings, or business plans.
From wealth to welfare, pharmaceuticals to food, collectibles to cosmetics, travel to technology, or baby care to retirement housing, Betsy and her associates bring extensive experience to every project. A strong sense of curiosity drives Betsy’s passion to create custom qualitative research that meets project objectives and yields new insights. Her energetic, caring and empathetic interpersonal style earns kudos from clients and respondents alike.
Founder Betsy Bernstein is an expert moderator and qualitative researcher who brings a marketing perspective to every project. With the experience of over 6,000 groups across an extensive range of product categories and target audiences, Bernstein Research Group has shown the ability to anticipate, manage and leverage discoveries from every research project.
Bernstein Research Group designs research that is nimble enough to effect the rapid implementation and turnaround that characterize today’s project needs. Focus groups of all sizes, individual interviews and ethnographies are the core of our business. We utilize hybrid methodologies and also have a presence both globally and online.

Partnering for Your Success
We look forward to discussing how we can identify insights to help build your business.
Professional Affiliations:
Comprehensive Qualitative Research Solutions
Bernstein Research Group, Inc. provides everything needed for any qualitative research project, from design, screening/recruiting to moderation, analysis and reporting.
RESEARCH TYPES
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 interviews
These one-on-one sessions create an opportunity to explore a topic in greater depth with individual participants. These are used to discover insights into a new category, explore usability, or create a safe space for people to discuss sensitive issues or where we just want to explore one person’s story in significant detail.
Any of these can be conducted across different modalities: face-to-face, telephone, or webcam..
Ethnography
This is the ultimate in getting close to the consumer. Ethnographic sessions provide the opportunity to observe individuals in their own environment and helps teams better understand usage and factors affecting use. We’ve used them to understand baby play at home; laundry, food or personal care habits and practices; or the live of a videogamer.
Shop-Alongs
Shop-Alongs provide insight into factors really affecting decision-making where it is actually taking place.
Immersive Experiences
Having clients come into the focus group room as an equal participant; bringing clients to see their products/competitive products at retail. These experiences encompass initiatives that help provide a full, clear picture of the targeted user’s experience.


TECHNIQUES
Hybrid techniques
Any project can combine a variety of research methodology types (e.g., focus groups + dyads) or research tools (e.g., projective techniques, homework, customized exercises) to help achieve the research goal. We have successfully introduced clients to new digital research platforms and brought tools such as eye tracking into our research.
Projective techniques
We deploy a full moderator’s toolkit of exercises and activities to help identify underlying associations, motivations and emotions surrounding concepts, products, or product categories. They can be quick energizers to jumpstart a conversation or multi-layered techniques that delve deeply into issues and perspectives.
Research Uses
Advertising and Communication Testing
Competitive Intelligence
Market Insights
New Product Development
Product PositioningTarget Audiences
Affluent
B2B
B2C
C Suite
Employees
Families
Healthcare professionals
Patients and Caregivers
Seniors
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Proven Success Stories
USABILITY TESTING
The Problem:
A major bank was introducing their next generation ATM. One of its new features: both cash and checks were to be deposited directly into the machine, without use of an envelope, as had been done previously. Would customers understand how to use the ATM and accept this methodology?
The Research Design:
The new-design ATM, loaded with the proposed new instruction screens, was brought into a research facility. Individual interviews were conducted among high/average/light frequency ATM users. Each person was given a set of tasks to perform using the ATM that would simulate alternate cash and check deposit scenarios. A proprietary camera design enabled client viewers to see the respondent’s facial expression simultaneously with the ATM screen and keypad
area as they attempted to complete the task.The outcome:
This research design enabled a better understanding of stumbling blocks in the process and elements that needed to be changed. Prior to the introduction of the new ATM, on-screen descriptions were tweaked and point-of-use stickers were created to clarify use of the ATM.

PRODUCT CONCEPT FIT

The Problem:
In today’s global economy, the US market is attractive to many international firms. But research in the US is needed to help inform product design and positioning. Often it goes deeper than that: companies need to better understand the culture of the US consumer.
The Research Design:
A multi-faceted approach was used to help a gaming manufacturer understand their target audience in the US. Frequent gamers were recruited for focus groups to discuss their gaming behavior. As a follow-up to these sessions, ethnographies were scheduled among individuals selected from each group. These subsequent interviews helped provide greater depth and insight into the situations and nuances of game play.
The outcome:
Seeing the actual lifestyle and play space of target customers was enlightening to the Client team. Touring stores with the team also provided important market insights that were used in product development and positioning efforts that were ultimately followed up with quantitative testing.
Driving Strategic Insights Across Industries
Bernstein Research Group has helped hundreds of businesses and non-profits across a diverse array of industries. We have worked with these organizations to better understand perceptions, attitudes and beliefs about existing products, new products or even competitive products. Insights help refine marketing plans, shape communications strategies, and develop and position new products.
INDUSTRIES SERVED
Advertising
Airlines
Automotive
Clothing
Consulting
Consumer Electronics
Consumer Package Goods
Cosmetics/Skincare
Credit
Credit cards
Customer relations
Early childhood care and learning
Education
Employees
Energy
Feminine hygiene
Financial
Food & beverage
Fragrances
Hair care
Home Goods (construction, décor)
Hotels
Household care
Insurance
International
Investment
Media
Medical/Healthcare (OTC, Rx,
Mortgages
New Products
Nutrition
Online
Oral Hygiene
Packaging
Paper Goods
Personal Care
Personal hygiene
Pet Care
Pharmaceutical
Publications
Retail banking
Retail/Department Stores
Small Business
Specific medical conditions)
Technology
Theme parks
Travel
Website design and usability