InterMedia’s accurate and timely quantitative surveys are invaluable when details are required—the hard-core facts, numbers and statistics needed to understand the demographics of an audience. Qualitative reports, however, cull information on a personal level. Properly done, qualitative research can find motivations and perceptions that can further hone clients’ understanding of their audiences or markets. It can uncover nascent 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.
Putting a Face on the Numbers
At InterMedia, we have a team of experienced project managers skilled in several methods of qualitative research, from traditional, such as focus groups, in-depth and one-on-one interviews, to more innovative methods using the latest technologies, such as media labs and online focus groups and usability studies. Our staff members comprise experts in nearly every region of the world, and speak more than 20 languages between them. They are comfortable in urban and rural settings, and among many cultures and political environments. They have the ability to go beyond the topline figures and get to the “heart” of the issue. Our experts give a face to dry chart numbers, allowing those numbers to live and breathe.
An Interactive Approach
InterMedia’s first priority is our clients. We take an interactive approach, working closely with clients to ascertain their objectives, develop a strategy and create a customized methodology best suited to their individual needs. We learn what information they are trying to garner—how the target groups will react to a program change, what they think about potential new products, why clients may be losing an audience, what they can do to gain or retain one. Our staff manages the entire project, from start to finish—from developing project objectives to supervising recruitment and fieldwork to preparing and presenting research results and analysis to clients.
You need to understand what motivates your audience. InterMedia will work with you to find out.
Denise O'Reilly is Qualitative Research Director.