- Ad/Communications testing
- Branding/Positioning research
- Concept testing/New product development
- Customer satisfaction/Loyalty
- Website testing
- Custom quantitative studies
- Healthcare specialization
Focus groups can be used to develop or test
various communications materials. The objective may be to learn what messages
communicate, which messages resonate and whether the communications are
consistent with the brand. Communications testing is also often used as
a disaster check to be certain something unintentional is not being communicated.
Organizations need to know how key audiences view
their brand and position. Focus groups can uncover perceptions and feelings
toward an organization’s brand. A unique position then can be developed
to connect with current and potential customers.
Concept testing/New product development
Consumers can help shape the direction of a new
product or idea. That is why obtaining consumer reactions to new concepts,
products or services is critical. Based upon these reactions, an organization
can determine which ideas have the greatest potential for success and
which should be reconsidered or eliminated.
Each customer interaction and “touch point”
is an opportunity for an organization to satisfy and build relationships
with customers. Focus groups can explore how consumers feel about their
experiences and uncover areas of satisfaction and dissatisfaction. Research
can be conducted with loyal segments to uncover the emotional connections
these customers have with a brand.
When designing a new site or expanding an existing
one, it is critical to test the site with potential visitors. Focus groups
and in-depth interviews can be used to test the usability, comprehension,
relevance and consistency with the overall brand.
Custom qualitative studies
Most qualitative projects are custom-designed to
address a specific business issue or research question. Qualitative research
is often used to shape the direction of quantitative research studies
and to explore and shed light on quantitative findings and results.
TEN PEOPLE TALKING has conducted numerous healthcare-related
qualitative research studies, has a pulse on current healthcare industry
trends, and understands the unique language of healthcare. This industry
experience and knowledge is of great value to many of our healthcare clients.
See the Healthcare
page for more details.