The bedrock of qualitative market research, focus groups gather together a roomful of participants to explore almost any topic, from an emerging concept to a live product. Assessing and resolving challenges specific to your brand, company, or idea, our focus groups are held in public venues in London and Manchester, with participants drawn from our growing consumer panel.
We offer interviews as an alternative to focus groups when in-depth insight is what you require. The information gathered is much more detailed and tailored to a particular consumer than other methodologies and are a great starting point for exploring your business’ challenges. Interviews can be held face-to-face, on the telephone, or via Skype.
Engaging consumers in the real world, in-store intercepts, or ‘accompanied shopping’ is a method of qualitative research that interacts with consumers in store, usually gathering data about brand delivery and evaluating their experience.
An interesting method of gathering qualitative data is through a workshop. We run workshops with clients as well as consumers to stimulate the thought process and develop ideas. By an outside source introducing new ideas and opinions into the mix, consumers can develop entirely new ideas, and clients are able to think differently than before. Ideation Groups are a great method of kick-starting the market research process, usually followed by more straight-forward and quantitatively robust methodologies to give it a wider representation and validity.
The HRA Consumer Panel is a growing database of consumers in the UK. We access the panel when we’re looking for participants to take part in our market research, be it for a client or for our own leading research. It is one of the services in our HRA toolkit that is a real differentiator. Empowering the voice of the consumer is something we are very passionate about because insights from real consumers matter. Make your research exceptional, give it the edge, and make your company stand out from the rest.
If your business prefers quantitative data, we offer online and postal surveys – efficient, geographically targeted research with definitive answers. Postal surveys and taste testings can go hand in hand to deliver quick results.
Food and drink companies often come to us with questions on what flavour they should launch and whether their recipes could be improved. In order to give recommendations, we hold taste tests to find out what typical UK consumers think. Tastings are carried out via postal surveys or are held at public venues.