Interpret’s Qualitative Philosophy Interpret’s qualitative research practice strives for actionable business insight derived from sound psychological and ethnographic research methods. We work closely with clients to clarify business objectives and identify appropriate methods to help them innovate, grow their brand, and connect with their target audience. Through probing questions, candid discussions and close observation, we help our clients understand consumer sentiment and benefit from consumer creativity to enhance strategic planning, product development and marketing.
Qualitative Methodologies and Techniques Our team of qualitative research experts help you get inside the mind of the consumer to uncover the “hows” and “whys” driving behavior. From ethnographies to focus groups to in-depth interviews, we connect our clients with the consumer, enabling rich, in-depth, in-context learning. To provide richer insights, our qualitative team utilizes advanced techniques such as immersion (values) groups, laddering, perceptual mapping, idea generation, picture sorts, collages, day-in-the-life diaries and other projective techniques. Interpret frequently uses video to enhance our reports, making findings more salient and bringing clients closer to the consumer. Our diverse industry experience enables us to tackle virtually any business problem. We have experience in Creative Testing (trailers, TV ads, print, story boards, etc.), Brand Positioning/Equity Testing, Play Testing (new products, games, etc.), Usability Testing, Advertising Optimization, Consumer Motivation Audits, Business Strategy Formulation and Product Design/Development, including Creative Ideation sessions and Immersion Workshops (both consumer and B2B).
Online Qualitative Experience Aside from in-person qualitative research, we also conduct online qualitative research in the form of online focus groups, IDIs, and can incorporate qualitative deep dives into quantitative online studies. We have the ability to intercept respondents in real time during online quantitative studies and probe on different responses using an online moderator.
Industry Expertise As a Media, Entertainment and Technology firm, we focus much of our qualitative energy on video games, movies, TV, online content publishers and service providers, emerging media platforms, digital advertising and consumer technology. However, as broader consumer-facing brands struggle to identify best practices in a world of fragmenting media, we are increasingly working with CPG firms who value our unique new media expertise.
Global While we love doing research in our backyard (LA), we also need to provide our clients with a more representative picture of consumer mindset and behavior. We have experience conducting research in every mid-to-large market (and many small) in the U.S., and have strong partnerships with multiple facility networks to guarantee competitive rates. Similarly, most of our clients need global insight. Since our inception, we’ve been conducting qualitative research in Japan, South Korea, China, Australia, Russia, Western Europe, Mexico, Brazil and Canada. We know the best facilities, moderators and simultaneous translators, and have analysts fluent in all the languages in which we conduct qualitative research.