Getting at the customer voice is a nuanced process that requires knowing when to push, when to hold back and when to give participants a little room to go off topic.
Qualitative Research Methods
Our expertise in a range of qualitative research methods
comes from our academic training and years of experience
with consumer-based research projects. The general methods
we rely on (in-depth interviews, qualitative observation,
consumer-generated artifacts and focus groups) are applied in settings designed to make the consumer participants feel comfortable and at ease with the overall research process. Our qualitative research design relies on hallmarks of ethnographic research: We engage with participants and ask them about their experiences and perceptions in as natural a setting as possible.