Approaches That Differentiate Rand Market Research
Non-traditional research approaches are never used for their own sake. They are only used when they are the best method to obtaining the desired information. The most notable competencies and approaches that differentiate Rand Research Corporation include:
Rand Market Research has conducted many studies which require a combination
of observation and in-depth probing - to gain a deep understanding of consumer
attitudes, opinions and behaviours and how and why they do the things that they do.
Retail Customer Development / In-Store Interviews:
Rand Market Research is able to leverage the strong retail and packaged goods backgrounds of
its moderators to provide rich insights into how consumers shop in-store. Most
importantly, Rand Market Research is particularly well-versed at pairing retail-based insights
and principles with marketing strategy in order to optimize customer development. These
studies may include shop-alongs, in-store observations and/or in-depth in-store interviews.
In-Home:
Rand Market Research has conducted many in-home interviews to bring client corporations closer
to their consumers and to dispel any preconceived notions about who is using (or misusing)
their products. This approach has helped client organizations "get closer" to target
consumers - revealing their lifestyle and the things they value.
Rand Market Research has established an "Internet Facility" which is used to conduct
Bulletin Board Focus Groups as well as Real Time Focus Groups to:
Expose potential Internet products and services to Internet users on-line.
Complement traditional market research studies (e.g. to follow consumers' thoughts and
behaviours after they have received/used a product), or
To reach difficult-access populations at a reasonable cost.
Similar to in-home interviews, "Round Robins" give clients a chance to
interact directly with consumers. Prior to these sessions, clients are encouraged
to develop a specific set of issues they would like to discuss with consumers.
At the session, each client is matched with a respondent for 10-12 minutes.
During this time, the client explores each of their issues with the respondent.
The bell rings and "musical chairs" - another respondent is matched with that client
for 10-12 minutes. The process continues until each client has interviewed
all respondents.
After the Round Robin session, the client team meets privately to debrief their
findings as a group.
"Seeing is believing." As such, some clients choose to summarize the story
that they heard in certain focus groups into a short video (10-15 minutes)
leveraging the resources and expertise available to Rand Market Research.
These videos are then used to "tell the story" to other stakeholders in the
organization.
For difficult-to-reach populations or other sensitive studies - when On-Line
research is not viable or desirable - Rand Market Research often conducts telephone interviews.
Rand Market Research can also facilitate brainstorming workshops to help with concept development , idea generation , etc.
