Methods

This is one of the most common qualitative research methods, which implies group discussions (8 participants for a standard focus group and 4-6 participants for a mini focus group). Group dynamics and atmosphere created by the moderator provide extensive information about opinions and reasoning. This method not simply uncovers emotional and rational perceptions on the research subject, but also helps to understand reasons, arguments and foundations of these perceptions. Focus groups are often based on the projective techniques aimed at in-depth data collection and exposure of unconscious behavioural reasons.

Classification of focus groups:

By the number of respondents

• Classic (8 respondents);
• Mini (4-6 respondents);
• Extended (10-12 respondents).

By structure

• Classic: one moderator, duration is up to 2 hours, only qualitative evaluation;
• Adaptive: (4-6 respondents);
  • Sessions – qualitative-quantitative method,
  • Creative groups (are used for innovative mindset),
  • Home parties,
  • Conflict groups (2 moderators, 2 conflicting audiencies);

By attendance format

• Focus groups in a specially equipped room with a one-way mirror (Internet translation is possible);
• Online focus groups on a basis of the specialized onine platform.

A unique qualitative-quantitative method, combining the elements of a group discussion, formalized questionnaire and playing techniques. It is used for various group tests: research of taste, smell, product perception, advertizing, name, slogan, logo, packing testing, etc.

Session method is perfect for:

• Complex evaluation of the survey subject, statistically significant estimation and descriptive emotional characterization;
• Those case, when it is neccessary to recieve qualitative and quantitative appraisal under pressure of time or budget constraint.

This is a moderated group discussion with respondent and respondent's closest circle (family, friends, neighbourhood) in comfortable surrounding at home or any other such place. Home parties allow us to simulate real-life product/brand/service discussions in a small circle, collect opinions and arguments people normally use in their daily life, evaluate actual interest towards the research subject and word-of-mouth advertising efficiency.

This method is also good for group consumption/usage observations.

MROC (Market research online community) is a mini online community with 15-20 respondents in every target audience.

The methods of MROC research are the following: group forums, personal blogs and diaries. Participation period – from three days to a month.

On a regular basis Romir is cooperating with the world leader in the industry of Internet platforms, used for the conduction of a qualitative reseach, - Focus Vision.

In-depth interview is an informal face-to-face conversation with the respondent in order to identify personal conscious and unconscious motives, beliefs, feelings and attitudes towards the research subject. Compared to the focus groups, in-depth interviews give deeper understanding of respondent’s personality and values, help to evaluate environmental and ethnographic characteristics influence on the purchase decision, consumption and attitude towards category/product/brand etc.

Classification of in-depth interviews

• Individual interview (diads and triads);
• Classic (personal conversation in a specially equipped room) and adaptive interviews;
• Consumer and expert interiews.

This method combines in-depth interviews and shopper observations in-store in order to get the most comprehensive overview of shopper behaviour and well as product, category and store/retail network perceptions.

Shop-alongs are perfect for:

• Decision-tree and shopper behaviour in-store studies;
• Attitude studies, as well as product/brand/package testing on the shelf;
• Advertising and communication perception in-store studies;
• Stores attractiveness evaluation.

This method can be used to build a comprehensive concept of in-home consumption for the category/product. Interview combined with observation elements is conducted in comfortable surrounding at the respondent's home, where we can receive in-depth information about household consumption and observe behaviour of the target audience "in natural environment". To receive the most comprehensive information during a home visit we also take photos and video data.

Home visit method is perfect for:

• Research projects in household product categories are conducted to uncover usage/consumption insights: home appliances and electronics, body care and make-up, products for kids, food, etc.;
• Target audience lifestyle and ethnography research.

This method includes an experiment in order to evaluate (test) electronic product interfaces, web sites, private and professional software. Testing is conducted as a group discussion or an interview with special equipment that allows measuring the following:

• Efficiency (work and learning speed);
• Labour-output ratio (positive results frequency);
• Satisfaction (evaluation of tool use).

This method is often used in combination with the eye-tracking. This method can be qualitative or quantitative, depending on client's aims and tasks.

Respondents can be asked to perform two types of the tasks in relation to the diary research:

• Online and Mobile diaries which are used by the respondents within a given time. They record their purchases and situations of usage or consumption of the product, their expectations on the product and emotions after using or consuming it;
• Tasks, oriented on a creativity and united with a common theme (category, brand, lifestyle, etc.).

On a regular basis Romir is cooperating with the world leader in the industry of Internet platforms, used for the conduction of a qualitative reseach, - Focus Vision.

We also use social media to conduct a mobile ethnographic research.