Supervisors, stationed in 35 large cities across the country, manage a network of NRC interviewers who are highly experienced in gaining respondents' cooperation and conducting reliable interviews.
NRC provides several options to meet clients' specific needs for information, timing, and budget. These methods include:
After the completion of a project, 10% of completed interviews are verified in order to assure high quality information and improve interviewer management.
NRC handles mail surveys from a special facility. Completed surveys are returned to our main office for processing. Privacy of personal information is strictly controlled.
Each year, our mailing facility handles over 300,000 questionnaires.
In a CLT, respondents gather at a specific venue to be interviewed about their reactions to concepts and products. Venues we use include our offices, shopping malls, exhibition halls, and others. This method is especially suited to testing products that need to be tested under specific conditions or with a certain preparation method.
NRC regularly uses CLTs to test reactions to:
Annually, NRC interviews 30,000 consumers through CLTs.
This is a reliable method to test reactions to products in the "real world" under realistic usage conditions. Respondents, who are selected based on specific qualifications, use a product on their own in their usual way, and then evaluate the product.
NRC has recently used HUTs to test: instant noodles, cigars, rice cookers, soft drinks, liqueurs, perfumes, chewing gums, frozen foods, toiletries, health care goods, and other products.
NRC is capable of providing support for every telephone survey project step from interviewing to data entry and tabulation.
Pre-recruited panels of Internet users are available to be interviewed for specific projects. NRC hosts the questionnaires on our own secure servers.
NRC designs custom surveys to meet the specific requirements of clients. Some custom-designed surveys have included:
A group interview is simply an interview that includes more than one respondent. Generally, the group includes 5-7 respondents in addition to the moderator (or interviewer). The interaction between the respondents themselves adds great richness to the discussion. Respondents, stimulated by the comments of others, generate more ideas and discuss topics from a variety of perspectives.
A group interview aims to create "rich" or "deep" information about a topic in order to discover consumers' real attitudes, values, and needs. Because this information is richer than the information from a quantitative survey, group interviews help to deepen understanding, sharpen insight, and fuel creative marketing thinking.
Through a broad discussion of the marketing topic from a variety of viewpoints, critical marketing factors are identified. These factors form the basis for building the quantitative survey questionnaire.As follow-up research for a quantitative survey
The statistically-based results of the quantitative survey are discussed and compared with the real-world experiences of the respondents to provide "face validity" of the results based on actual consumer experience. In addition, respondents add rich descriptive detail to the quantitative results.As the primary survey method
The discussion uncovers the relationships between consumers' behaviors, attitudes, needs, and values. A marketer, by experiencing the discussion through direct observation, receives a vivid impression of these relationships.
How is a Group Interview analyzed?
Qualitative research methods are effective for exploring concepts and building vocabulary for new or underdeveloped topics.
Qualitative research can be used for much more than confirming or categorizing consumers' reactions. NRC utilizes an array of methods to fully explore meaningful themes.
These methods include:
NRC's offices have purpose-built interviewing suites that include an interviewing room for conducting the group interview and an observation room for clients to observe and discuss the group interview.
The interview room provides a relaxed atmosphere and optimal interviewing environment to promote open and meaningful conversation. State-of-the-art audio/video monitoring/recording systems capture all the nuances of the discussion for later review.
The observation room allows clients to view the group directly through a two-way mirror-window and to listen to the discussion in either the original language or a simultaneous translation.
In order to formulate a winning product, it is important to listen to the voice of the consumer. NRC uses home-use tests, controlled product trials, and product clinics to learn the opinions of consumers in actual consumption experiences.
We have tested a wide range of products, from beauty care products to automobiles, and from store designs to internet sites. Based on our extensive experience, NRC ensures that products are prepared and presented to exact standards.
Developing concepts for brand communications and product development requires thorough understanding of consumers' psychology. Qualitative research is often the best method to retain the richness and vitality of this information.
We often combine with quantitative method to measure acceptability of the concepts developed through qualitative research.
NRC's PSM (Price Sensitivity Model) provides reliable parameters for pricing decisions. The PSM employs a four-dimension price model that calculates optimal price points for sales, profitability, or revenue based on a product's positioning and sales channel.
NRC makes use of a variety of advanced statistical methods to segment consumers in meaningful and reliable ways based on psychographics, demographics, behavior, and other relevant descriptors.