IntelliQ B2B utilizes a variety of qualitative research methods depending on the specific needs and research objectives of our clients.
Qualitative approaches are an excellent way to gain in-depth insight into underlying attitudes, how customers think, what motivates them, what is important to them, how they describe your company and your competitors, and what unmet needs they may have. Qualitative research is also an excellent way to test new product ideas and potential product offerings. Whereas quantitative methods are statistically representative and projectable qualitative approaches are directional in nature, even if conducted in multiple markets and with multiple groups and types of respondents. However, the key benefit of qualitative research is being close to the customers and listening to them speak about issues and topics of importance. No quantitative method can match the insights gained from hearing your customers having a dialogue about your company and your products.
In addition to personal interviews, focus groups are one of the most popular methods for obtaining directional information and insights. They are typically conducted in order to understand how customers think about new products and services, to test new ideas, and to gain insights into purchase decision dynamics.
Professional moderating and recruiting are the two most important aspects of focus groups. Without effective and expert moderating, focus groups are not likely to go well. And, without careful and effective recruiting/screening, it is unlikely the focus groups will have the right respondents.
Since our emphasis is B2B, we only use our own expert moderators who know the B2B category and who have years of experience. We often conduct focus groups on highly technical topics with experts in the field. Therefore, having moderators who understand their industry sectors is extremely important.