At InterQ, we create a research methodology based on the questions you want answered. Our methods include focus groups, in-depth interviews (either in-person or on the phone), ethnographic research, and online panel discussions. We pair our research with the most advanced technology, including mobile ethnographies, social media listening, and mobile diaries. In all of our study designs, we go beyond the surface to what people actually say by using projective techniques and creative exercises that tap into something deeper than what people tell us.
As a supplement to qualitative research (or as a standalone, depending on your project needs), we conduct quantitative research, which uses larger samples sizes and applies statistical techniques to draw meaningful conclusions and gain deep insights from your data. We use real-world data to uncover patterns in customer behavior. Our quantitative team will develop a program to extract your current data, and in combination, we’ll pull from broader databases, send out surveys, and run statistical analysis.
Time and time again, we’ve seen companies develop brilliant online marketing plans and traditional media marketing campaigns — only to have them fail. They have the execution and process, but their perception of the customer is inaccurate. Our approach, and the core of what we do, is to start with the customer. Our qualitative and quantitative research process gives you an accurate understanding of customer needs. Once you have this component, you’ll be able to create marketing plans — both online and traditional — that actually work. Without the customer component, you’re simply marketing blind, spending unnecessary money, and speaking to the wrong customer type.
If you’re a start-up, expanding business or run a nonprofit, you simply have to pay attention to the Millennial age group. Their media consumption patterns, spending habits, and career choices are unlike any other demographic. Companies who are not yet marketing to millennials are quickly learning that failing to reflect their workforce cultures, products, and services accordingly, results in losing share to those paying attention. Brands that once held high prestige are learning that Millennials look at them as being out-of-touch with their generation’s concerns.