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OUR APPROACH
Clients want their businesses to grow; they want to increase
opportunities, expand their sphere of influence and deliver on
strategic objectives.
Understanding customers is crucial to attaining these goals
(music please) - enter
The K Group
Our qualitative research brings you straight to the source,
providing you real contact with real consumers.
Experts in the use of standard and innovative qualitative
exploratory techniques, we dig deep, exploring consumers’
beliefs, behaviors, attitudes and motivations as they relate to
your product, category or service.
To
ensure you get the insights you need and that consumers are
properly guided to deliver these insights, The K Group’s has a
two-pronged approach:
Client Partnership
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Consumer Connection
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CLIENT PARTNERSHIP (click to own page):
The K Group works closely with clients to:
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Create and maintain a
continuous, open dialogue about your business
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Identify your key research
problem, or help you uncover it
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Develop clear objectives to make
your research valuable and relevant
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Recommend and implement the most
effective research design to meet these
objectives
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Develop effective screeners to
ensure clients get the ‘right’ respondents for your
research goals
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Design the best research, be it
full or mini-focus groups, IDIs dyad, triads,
ethnographies or something totally different
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Develop thorough discussion
guides to get the feedback you need
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Confer throughout the process,
tailoring research as we go
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Debrief after studies are
conducted to clarify learning
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Evaluate data, report findings
and provide recommendations
CONSUMER CONNECTION (click to own page)
K
Group research is conducted by seasoned, versatile moderators
who can get at the heart of your consumers’ motivations.
Skilled in the use of standard and innovative qualitative
research techniques, we establish an easy rapport with consumers
that encourages sharing and trust. Energy, respect and fun are
the hallmarks of our consumer connection – we make consumers
want to help your brand.
Our approach with consumers involves:
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Integrity of screening, to
ensure the ‘right’ respondents
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Creating a comfortable,
welcoming environment to allow for open and deep dialogue
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Connecting with people across
the socio-economic spectrum
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Maintaining control and
direction of conversation while fostering consumer’s freedom
to express thoughts, opinions and ideas
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Breaking through the clutter of
core psycho-graphic and fundament
product usage
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Providing a fun, interactive and
engaging experience
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