Services
Custom Methodologies designed for each project
Mobile Ethnography
Mobile ethnography is the best way to capture and understand customer experiences over time. Mobile ethnography accesses and records attitudes and behaviors that are truly in the moment, illuminating unmet needs, frustrations, and compensating behaviors. This methodology makes it incredibly easy for target audiences to post pictures and video.
Mindy has experience across all major platforms and is frequently recommended by both Indeemo and OTS (Over The Shoulder).
Online communities & Bulletin Boards
Online bulletin boards are an easy way for target audiences to participate in group-format online qual. They are typically conducted for about three days. OBB’s include tools to mitigate group bias such as masking, making them a great option for concept testing and optimization. Online communities are an excellent vehicle for forming advisory panels to tap over time.
Mindy was among the first qualitative researchers in the US to pioneer online bulletin boards. She has experience across all major platforms such as Hatchtank, 20|20’s QualBoard, and Recollective (pictured here).
Ethnographic Research
The most authentic way to uncover consumer truths is to observe them as they occur. Pain points and functional and emotional product benefits become clear. Ethnographic studies tell (and make for) the best stories! In retail, at homes, in offices, outdoors – ethnographic research can take place anywhere and everywhere.
Mindy has conducted many ethnographic studies at retail, in homes, and even at customers/prospective customers’ offices.
User Experience (UX)
UX research is invaluable to better understand how consumers and prospective customers utilize manufacturers’ websites and/or apps.
Mindy was a UX researcher long before the methodology became commonly referred to as such. Her UX experience includes apps, websites, and product prototypes. Mindy has experience researching prototypes using platforms like Lookback and design software such as Origami and Principle.
Virtual Group Discussions
Virtual group discussions can be conducted independently or as helpful follow-up/ideation sessions following mobile ethnography and bulletin boards. 5 participants is the “magic number” for virtual groups. Tools such as Miro or Mural can be incorporated for ideation exercises.
Mindy has been conducting virtual groups for years, well before Covid - 19 forced the issue!
Webcam IDIs
This methodology is commonly employed when researching B2B audiences due to ease of access and participant time constraints. It can also be a great follow-up method to gather more detail after asynchronous group qual (e.g. bulletin board discussions). Standard phone IDIs are still commonly used, especially for customers pressed for time.
Mindy has experience with across all major technology platforms.
In-Person Groups and IDIs
In-person research is back with safety protocols in place. Participants are eager to be back, too, demonstrated by excellent show rates! In-person research at market research facilities is efficient and often necessary to test physical products and experiences.
Mindy is a preferred moderator for facilities and recruiters like Schlesinger Group, Fieldwork, and Recruit & Field.
Quali-Quant Mixed Method
Combining quant and qual into one study offers efficiencies in both time and cost. This is achieved online by utilizing online communities that task participants to complete both survey questions and qualitative group discussions. In-person, this is achieved by inviting larger groups to a research facility to complete a survey and then choosing a subset to stay for a group discussion.
Mindy utilizes large research facilities like Smith Research in the Chicago, IL area and The Garage in Orange County, CA for in-person quali/quant. Her preferred providers for online quali/quant are Schlesinger Group and Recollective.
Qual at Industry Conferences
Conducting qualitative research at industry conferences and events allows us to reach captive customer audiences that may be difficult to access otherwise. Rooms at the event space or nearby hotels can be booked to host sessions. Inviting current and prospective customers to enjoy a meal/drinks and share opinions also builds goodwill.
Mindy has conducted several successful studies at industry events, ranging from formal interviews and group discussions to informal drop-ins.