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Qualitative Research
An open-ended exploration of marketing questions and new
product concept development issues
"The unexamined life is not worth living."
- Socrates
Qualitative Research will continue to play a vital role in information management as long as the answer to the question, "Why?" can affect decisions about marketing a product or service.
At New Directions Consulting, we use a wide range of qualitative research tools. While we have helped with myriad marketing issues, we tend to specialize in the new product arena.
We use qualitative research methods to
- develop and screen concepts
- refine positioning
- assess competitive leverage
- understand brand essence
- develop product attribute profiles
- uncover "holes" in established categories
- assess advertising for message registration
None of this can be done successfully without consumer insights.
“I now feel more of a responsibility to the consumer, knowing what they want and need.”
– Brian Umstead, Kao Brands