CSR has developed an innovative, proprietary twist on research. Our unique methodology combines the rich, deep, thoughtful feedback from qualitative research with quantitative analysis, so the results can be treated like any quantitative data set. Our proprietary technology transforms your audience’s words into actionable data.
At CSR, we have perfected one of the simplest, yet most overlooked ingredients to understanding — we listen.
We use an open-ended interviewing framework to encourage people to answer fully and freely with what’s really on their minds. Our questions are specifically designed with built-in probes to extract a clearer understanding of exactly what participants mean by their answers.
Qualitative research is a robust exploratory tool to understand consumers’ thinking and their emotional drivers before creating quantitative surveys. Too much blind reliance on testing things to death has seen some of the “magic” and “creativity” in marketing lose out to the “logic.”
On the other hand, too much emphasis on gathering a not-very-representative collection of people into a room and analyzing their every word (focus group fever) has dominated qualitative research for far too long.
In contrast, our style of interviewing cuts to the heart of what people expect, why they expect it, and how our clients’ products, services, and employees measure up to these expectations, across a large enough number of participants to yield greater reliability than other qualitative approaches.
When we overlay content analysis, using our proprietary coding software, we are able to translate qualitative feedback into quantitative data — the “missing link” in most market research approaches. Our method couples the original verbatim answers with a variety of statistical analyses. This allows you to create plans and take action based on what people really think, not on their choice of a limited range of pre-selected options.
We believe that this approach provides the greatest return on research investment, especially when compared to focus groups.