Qualitative

Rockbridge uses a variety of qualitative market research methods, including focus groups, depth interviews and telephone focus groups. We emphasize an approach of partnering with our client throughout all stages of the research, ensuring that the facilitator has a deep understanding of the client goals and business issues. We also strive for insightful analysis that leads to useful conclusions, and when applicable, strong hypotheses for a follow-up survey. Our capabilities include:

• Classic Focus Groups – We have extensive experience with both consumer and business populations. Rockbridge has multiple skilled moderators available, and we maintain a file of facilities in over 30 cities where we have conducted qualitative research.
• Online Focus Groups – Rockbridge conducts focus groups over the Internet using our trained online focus group moderators. The method provides a convenient and secure way for clients to reach geographically dispersed and/or technologically savvy populations in a single group.
• Telephone Focus Groups – Using special moderating techniques augmented by technology, this method produces surprising results. Telephone groups solve the problems of gathering populations that are small, geographically dispersed, or unwilling or unable to travel (e.g., handicapped).
• Consultant Interviewing – This refers to depth interviews conducted over the telephone or in-person by trained facilitators who are familiar with the project goals. Rockbridge has implemented studies with up to 80 in-depth interviews completed within a two week field period using a team of consultants.
• Employee and Management Interviews – Many engagements include interviews with senior and middle management and/or focus groups with employees. Rockbridge recognizes the different protocols and sensitivities in dealing with these populations.
• Online Forums – Allowing for an extended conversation over days, weeks or even months, and moderated by an experienced Rockbridge facilitator, Online Forums foster greater interaction and discussion of goals, issues and product and service concepts and more, all within a secure, invitation-only community environment.