EXPERIENCE WITH THE FULL GAMUT OF QUALITATIVE TOOLS AND APPROACHES

Melissa has experience with the full gamut of qualitative tools and approaches. She works with clients from the proposal and estimating stage, through data collection and the final analysis.

Research Methods

• Focus groups (in-person and online)
• In-depth interviews as well as dyads, triads, and mini-focus groups
• Telephone interviews
• Online discussion boards
• Home use tests paired with focus groups or IDIs
• In-home or on-site visits and interviews
• Any of the above in a mixed method approach

Research Types

• Exploratory research (“fuzzy front end”)
• Decision making
• Early stage prototype testing and post launch testing
• Concept, ad, commercial, and message testing
• Packaging research
• Vis Aid testing (healthcare)
• Patient or customer journey
• Usability testing

Techniques

Often times we need to dig deep and get under the surface to understand what is really going on in the respondent’s head. Melissa has a toolbox of techniques for accessing subconscious needs, motivations, attitudes and perceptions.

• Projective techniques – everything from homework to visualization and guided fantasy exercises to role play and brand personification.
• Sensory tools – use of objectives such as colors, textures and even smells to elicit emotions and feedback.
• Storytelling
• Human connection and empathy – by using her natural-born power to connect with respondents on a deeper level, Melissa helps peel back the onion and get to the core.