Qualitative
Our qualitative capabilities provide the rich insight you need
Qualitative market research provides a window on the thought processes, attitudes, and behaviors of your key constituents. Qualitative research helps marketers explore issues that are important to their clients, develop the foundation for effective market segmentation, understand key drivers of purchase decisions, and understand the reasoning behind customer attitudes toward companies, brands, and products or services. It also provides a format to test target customer reactions to things such as new products, services, advertising, logos, taglines, and other creative concepts.
We employ a variety of traditional and innovative techniques
Our qualitative research approach returns rich perspective to each client’s research question by creating a focused dialogue with the client’s target audience. Our research team leverages extensive qualitative research experience and technology expertise, utilizing a variety of techniques, including:
- Focus Groups (in-person, online, telepresence)
- Online bulletin boards / discussion forums
- One-on-One In-depth interviews (in-person, phone, online)
- Mini Groups
- Triads and Dyads
- Crystallization Workshops
- Mystery Shopping (can also be conducted quantitatively)
- Ethnography / Observational Research
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Testimonials
“I can sleep nights when Illuminas is on the job.”
- Dr. Hernando Gonzalez, Ph.D.
Senior Manager, Corporate Market Research
Sun Microsystems
“We demand a lot from our partners, and Illuminas always delivers. They're really a partner, not a market research vendor. And we have a VERY short list of partners. They are in our Inner Circle.”
- Dr. Hernando Gonzalez, Ph.D.
Sun Microsystems
“Illuminas has the credibility. The others have the name. They know our business so well, it's as if they're actually in Cisco's Corporate Positioning Team.”
- Chris Beveridge
Cisco Systems
“Illuminas aims to please. They ramp up quickly; don't nickel and dime us to death. Ultimately, they want to get it right. They don't need hand holding, and that's very important to me. Plus, they make me feel like I'm their only client.”
- Leah Morrison
Cisco WebEx
“Illuminas takes critical business issues and translates them into powerful research.”
- JohnVolkmann
AMD
“MIT, Stanford, McKinsey, Harvard, Princeton and Illuminas - I put them all in the same category for research.”
- Chris Beveridge
Cisco Systems
“Illuminas is amazing at what they do.”
- Randy Burgess
Brand Strategy, Advertising & Creative Group Manager
VMWare
“Illuminas is on the short list for all research requests and proposals.”
- Yvonne Shu
Worldwide Marketing
Autodesk
“When you work with Illuminas, you get more than data. You get thought leadership.”
- Ron Ricci
VP of Corporate Positioning
Cisco Systems