Qualitative Services

In many cases, data mining doesn’t uncover the underlying reasons for customer beliefs and behavior. Qualitative exploration gathers information on a personal level and when handled properly, can zero in on perceptions and motivations to further hone organizations’ understanding of their audiences or markets. It can uncover developing trends and how they may be affecting respondents’ behaviors; recognize opportunities for improvement or change; generate new ideas and identify and remove obstacles to realizing an effective program strategy.

SmartBase Solutions has established a partnership with Joanne Kaplan to create a flexible and experienced team skilled in several methods of qualitative research. Whether it is focus groups, in-depth and one-on-one interviews, or innovative methods using the latest technologies, our experts bring the numbers to life. Whether you want to illuminate your customer data, or conduct a standalone qualitative study, our qualitative team has the ability to go beyond the numbers and get to the heart of the issue.

Types of Studies

• Market Segmentation

• New Product Ideation

• Brand Imaging

• Extensions and Renovations

• New Market Feasibility

• Marketing Reaction Studies