What we do
“The question of ‘why’ is central to qualitative market research. However, as experienced moderators, we know that the entire discussion guide is dedicated to this question, but it should never be asked directly if you are really looking for profound answers.“
Even in the age of social media, classic qualitative interview-methods are held dear. More than ever , today it is an essential part of research especially with sensitive target groups like the ill, their loved ones, caregivers, managers and opinion leaders. We, as bilingual MR&S moderators bring not only our professional competence but also empathy and assertiveness to the interview regardless of location; a facility, at respondent’s home or place of work, on the phone or online.
The Business Objective
Our client wanted to test their communication materials for a new anti-cancer medication prior to launch. They wanted input from future therapy decision makers to help improve ads and core messages.
Reliable & Dedicated
Antje Schaffranietz: “Of course it’s a challenge to elicit any emotional reactions to core messages for Product X out of oncology surgeons or medical directors. But with each project, and often each respondent type, we individually select and create projection techniques to draw out the opinions of the less compassionate respondents. It takes a little charm and a lot of perseverance!”
Petra Kemmerzell: “Exactly! And when your client – like the last project in Munich – tells you how impressed they are that MR&S moderators … even in interview number 16 … still give each respondent the feeling of being the most important person on earth, and the client is still enjoying the interviews, well, that’s VERY encouraging!“
What if there’s no appropriate material for the role-playing game that would be perfect for this exact study? Well, we get creative and design our own. Like our ‘Dolls’ for example – they have shown to be really great tools for exploring the therapy algorithm within a changing competitive landscape. We will always have the right technique for your project in our bag!