MMR Strategy Group

Gain a richer understanding of consumers, customers and marketplace behaviors.

Qualitative research is an important component of MMR’s research methods.  We use qualitative research methods exclusively on some studies, and often combine qualitative and quantitative methods on different phases of the same project.  In these studies, the qualitative research can be used before a survey, to identify hypotheses and refine variables for the questionnaire, or after the survey, to interpret the results.

Our qualitative research experience is both deep and broad. Examples include:

• Helping a healthcare provider understand the clarity and effectiveness of marketing materials.
• Helping an appliance vendor better design segmentation questionnaires.
• Helping a restaurant uncover motivations of key customer segments.
• Helping a financial services company create Customer Journey Maps that document the touch points and channels customers use to interact with the company.

MMR uses a wide variety of qualitative research methods, including the following:

• Focus Groups and Mini Groups
• In-depth Interviews
• Ethnographic and Observational Research

To learn more, please contact MMR.