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.