Qualitative research


Qualitative Facilities ImageWe strive to better understand why people think, feel or behave as they do, thus uncovering opportunities for creating a connection to our client brand. Such formative research is critical to crafting compelling messaging and developing effective marketing and communications programs.

Our Research Group’s experienced moderators and interviewers expertly elicit responses from customers, employees and other client audiences, revealing underlying views and motivations, behavioral triggers and communications barriers.

We explore reactions to messages, printed material, design features and new products, test understanding of terminology, help generate new concepts, and much more.

We handle all aspects of the qualitative research process, from recruitment of participants to planning and moderating the discussion, and analyzing and reporting the results.

Our state-of-the-art research facility, located in our downtown Honolulu offices, offers a scalable focus group room and attached viewing area with an entire wall of floor-to-ceiling, one-way glass and tiered seating for up to 15 people. The facility is ideal for focus groups, mock juries, usability studies and other qualitative research.

  • Focus groups – Our focus group approach is carefully crafted for each project, incorporating both traditional and innovative methods for creating and sustaining group dynamics that result in deeply immersive insight.

  • In-depth interviews – The more intimate environment of a one-on-one, or in-depth, interview allows participants to talk openly about sensitive or proprietary topics and is especially appropriate for soliciting insight from C-suite executives, community leaders and others.

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