Qualitative Research

Qualitative consumer research gets you inside the mind of your consumers. As long as we still ask the question “Why?” qualitative research will continue to play a vital role in answering it.

At New Directions Consulting, we use a wide range of qualitative research tools. We specialize in new product development and we use qualitative tools to:

  • Develop and screen concepts
  • Refine positionings
  • Assess competitive leverage
  • Understand brand essence
  • Develop brand attribute profiles
  • Uncover “holes” in established categories
  • Assess advertising for message registration

And we do it all by mining consumer insights.