The Taylor Group

Qualitative
Practice

 

 

We have a strong group of qualitative researchers, all with extensive experience in a variety of industries.
 

We rely on a range of qualitative methods, depending on the topic and audience.

Where quantitative research measures what consumers (and business decision-makers) think, feel and do, qualitative research delves below the surface, to plumb the rational and emotional underpinnings of what people think and feel and do.

Well-executed qualitative research allows the marketer to tap into what’s truly important to the target audience—in order to (1) develop products and services that will best meet consumers’ underlying needs, and (2) communicate with consumers in ways that will resonate most strongly.

Qualitative Practice

We have a strong group of qualitative researchers—two full-time focus group moderators and a corps of executive interviewers, all with extensive experience in a variety of industries.

Where quantitative research measures what consumers (and business decision-makers) think, feel and do, qualitative research delves below the surface, to plumb the rational and emotional underpinnings of what people think and feel and do.

Well-executed qualitative research allows the marketer to tap into what’s truly important to the target audience—in order to (1) develop products and services that will best meet consumers’ underlying needs, and (2) communicate with consumers in ways that will resonate most strongly.

We rely on a range of qualitative methods, depending on the topic and audience:

Traditional focus groups are the hallmark of our qualitative offerings. We have conducted well over 3,000 focus groups since the company’s inception in 1987. Our focus groups run the gamut: from full groups to mini-groups to triads and dyads. We have worked extensively in every major market in the U.S. and in 22 countries across five continents. We have done groups in convention center hotels and in rural motels.

Traditional focus groups are the hallmark of our qualitative offerings. We have conducted well over 3,000 focus groups since the company’s inception in 1987. Our focus groups run the gamut: from full groups to mini-groups to triads and dyads. We have worked extensively in every major market in the U.S. and in 22 countries across five continents. We have done groups in convention center hotels and in rural motels.