Together Qualitative and Quantitative, fused for high definition learnings, answer all the questions.
An audio accessory hardware brand's success had grown so rapidly that there wasn't much time to learn about the consumer. It was time to start developing the next great product in its line, so research as insurance for this hefty investment was in order.
Understanding the landscape:
- Who buys our product?
- Where do they buy?
- What does the brand mean compared to competitors?
- How do celebrity associations impact brand perception and purchase behavior?
- Where and what is the balance between trendy and cool?
- Would they buy again? Why or why not?
- Where are opportunities for product line expansions?
- How do you ask about product quality without raising suspicion about it?
Answers to these questions and more came with a multi-faceted market research approach, including quantitative and qualitative phases. Focus groups, experiential individual interviews, and a large quantitative assessment and online survey (1200 online interviews with headphone owners of various brands).
Visual documentation helped bring this story,
the answers to the questions, the numbers and reporting to life.
- They took photos of themselves using the product, in the moment, showing where, how or if they store and protect it, and what other products they used with it.
- When they had the product in their hands and showed it to us, ideas for product line expansion opportunities or improvements came out naturally.
- Like photography, video empowered them to explain and show—in real time—how they use the product, and how they want to use it.
We're passionate about marrying qualitative and quantitative findings and we're equally strong on both sides of the business.