Qualitative research is a rich and flexible way to bring the voice of the customer to our client's important decisions. At BRS, each project takes on its own identity. We work as a team with our clients to design each study, starting with the decisions the client needs to make and the information needed to make them. From there, we select the most appropriate interviewing formats and develop interview guides that will get us the information we need. Many of our qualitative assignments utilize traditional focus groups or individual depth interviews, although we work with a variety of qualitative interviewing formats:

Traditional focus groups, mini-groups, triads, dyads
Individual in-depth interviews
Ethnography
On-site interviews (bars, retail stores, etc.)
Automotive product design clinics, both real and virtual
New product idea generation

For 25 years we have approached our qualitative practice as an evolving craft. BRS has pioneered projective techniques, and we have been a leader in adapting ethnographic methods to marketing research projects. (Please click here to learn more about our Primary Need Array)

We have seen a good deal of change, and no doubt more is on the way. At the same time, we have found that standing by a few guiding principles has been a big help to our projects and to the clients who commission them.