interq market research, an overview
TRANSCRIPT
Overview A Qualitative Market Research Company
“Research is to see what everybody else has seen, and to
think what nobody else has thought.”
-Albert Szent-Gyorgyi
We like to say that we are more than just qualitative researchers – we are people-to-people researchers. Our training started in psychology, and gave us the basis for how we learn about people, understand their motivations, and translate their behavior to brand and product insights. Our research team has rich roots in leading ad agencies, including Crispin Porter + Bogusky, Mullen, SapientNitro and Casanova Pendrill. We have worked in agencies, startups, on the client side, in internet marketing, and we’ve built and started businesses. We use methodologically rich qualitative research principles, rooted in our academic training, but modified for the fast-paced world of marketing and branding. We see the customer journey from all of these perspectives, and as a research partner, we provide a personalized, tailored approach. We’re small and nimble, but most importantly, we’re absolutely passionate about understanding why people are attracted to brands, how they perceive messages, and what motivates them to purchase.
Who We Are
At InterQ, we create a research methodology based on the questions you and your clients want answered. Our methods include:
Focus Groups For topics where brainstorming, creativity, and group discussions work best, we conduct focus groups, but always layered with our projective techniques.
In-Depth Interviews For sensitive topics, or for situations where it may be difficult to gather participants, we conduct one-on-one interviews either in person or on the phone, taking participants through the discussion guide.
Ethnographic Research We observe people in their natural environments – their homes or how they shop – to gain valuable insights from people’s everyday behavior.
Social Insights We leverage multiple sources of data various social listening tools to uncover actionable insights around how, where, when, and why consumers engage with brands in the social space.
Online and Mobile Behavior With qualitative-specific technology, we conduct online focus groups, track mobile behavior, and conduct in-home mobile ethnography studies.
What We Do Methodology
Customer Journey Mapping
When it comes to customer loyalty, people are often more concerned about service and experience than they are about the product itself. By examining and mapping the customer experience journey, we find rich insights to add to the creative brand story that will best resonate with the target. Our customer journey mapping technique tracks the step-by-step process of how customers interact with brands – either online, in-store, or through customer service channels.
Our Process
As a research agency partner, we work as a named partner or as a white-label brand. Our goal is to help YOU succeed in delivering smart, actionable insights that inform and optimize creative ideas. We take a slight spin on our traditional techniques; we always look for what’s beneath the surface. People don’t always know why they behave the way they do, and even in the best focus groups settings, participants may not be able to fully articulate their motivations. For this reason, we incorporate projective-techniques that tap into deeper motives and help us arrive at the true Code for brands. Once you understand the Code, the brand puzzle comes together into one, cohesive picture.
With each project, we tailor the process based on your needs. We work closely with you as a partner, and we provide a comprehensive repository of our research analysis and findings. • In-person meetings, regular status calls
• Team work sessions and debriefing after initial research is complete
• Comprehensive report, with full findings, recommendations, and appendices that include coding and notes
• In-person presentation – both to your team and the client, if requested.
• Research transcripts, audio, and notes
Deliverables
Actionable Insights
Transform newly discovered insights into triggers for action. Empower your marketing efforts to include: • Creating ad copy that speaks the customer’s lingo.
• Design landing pages that resonate ‘Yes! That’s me’.
• Validate or negate previous ppc targeting assumptions. • Leverage real quotes to emphasize benefits in email copy.
• Develop social messaging to appeal to individual segments.
• Write content that speaks to the conversation people have started behind closed doors.
• Align mobile strategy with actual customer motivations.
Project Scope Kickoff Meeting, Signed Estimate
Typical Project Timeline
Week 1
Develop Screener for Recruiting
Approve Screener
Recruiting
Discussion Guide Development
Discussion Guide Approval
Focus Groups/In-depth Interviews/Ethnogrophies/Mobile and Online Research
Topline Report and Meetings to Discuss Initial Findings
Final Report and Delivery of research materials
Week 2
Week 2
Week 3
Week 4
Weeks 3-‐4
Weeks 5-‐7
Week 8
Weeks 9-‐10
Timeline will be dependent on the combination of methods chosen, and dependent on number of groups/ participants.
Case Study: FIRST 5
Situation: FIRST 5 San Francisco County and FIRST 5 Santa Clara County, teamed up and hired us to do a comprehensive qualitative research project. FIRST 5 is a statewide tobacco-tax dollar funded initiative that funds nonprofits, preschools, and community organizations dedicated to early childhood development. Both County agencies were struggling with how to raise awareness
and communicate their complicated study to the public and to their funded providers. Approach: We developed three separate research projects, since we were studying how FIRST 5 could communicate internally as well as externally to the public. The studies consisted of in-depth interviews and bilingual focus groups with the community.
Result: The in-depth interviews conducted with internal teams and funded providers gave the two County organizations a solid framework to restructure their communications and streamline their protocols. The focus group study done with members of the community gave FIRST 5 actionable insights to improve their branding initiatives, websites, and marketing plan. Both Counties are now seen as leaders in the State for their marketing programs and communication processes.
Case Study: Oak Valley Community Bank
Situation: Oak Valley Community Bank was looking to develop a commercial banking line of financing products for dentists. Prior to launching the product, they hired us to help them better understand how dentists look for financing, their impression of community banks, and to help their marketing team understand how to communicate commercial banking services to
dentists. Approach: In conjunction with a media study, which looked at the competitive landscape in five counties where the bank operates, we developed a comprehensive in-depth interview research study. We interviewed dentists throughout the counties, taking them through an open-ended discussion guide so we could understand their banking needs, impression of community banks, and how they seek financing.
Result: The study results showed that dentists were already receiving attractive and convenient financing options from their equipment suppliers. The dentists had favorable impressions of community banks, but preferred the financing offered by the equipment manufacturers. Based on this information, the bank saved over $400k in the investment they would have needed to make for the new commercial banking program.
Case Study: MHI Global
Situation: MHI Global is a sales training and customer experience training program that combined five brands to form MHI Global. As part of the merger process, MHI Global’s customer experience line of business needed to understand the marketing landscape: How should they communicate to customer experience decision makers? What was the competition saying? What messages
were most important to customer experience decision makers? Approach: The contacts that MHI Global wanted to interview were spread around the world, so we developed a study using in-depth phone interviews. We spoke with over 30 customer experience professionals, and with 10 members from the internal sales teams.
Result: The in-depth interview project produced insights that helped the marketing team at MHI Global re-vamp their messaging, marketing tactics, and even new product development approach. The insights from the in-depth interviews were also used for other lines of businesses within MHI Global as they went through the brand launch and structuring process.
The Team
Joanna Jones Director of Research
Joanna fell in love with qualitative research in 2002 during her
undergraduate studies in Psychology. After learning the academic-based approach to
qualitative research, she went on to pursue a career in marketing, where she worked closely with
strategy teams doing focus groups and marketing research. She’s
worked on brands ranging from Anheuser-Busch to Nestle. Joanna leads the InterQ team in research
design and reports. She is a member of the Qualitative
Research Consultants Association.
Eitan Zachodin Director of Marketing
Prior to joining InterQ, Eitan was Director of Marketing for Fresco
Consulting, where he successfully integrated online and social qual strategy into digital growth plans for clients ranging from small &
mid-sized companies to nationally known brands. His experience in
combining qualitative insights with SEO, SEM, email and content marketing extends over 10 years
throughout the following verticals: consumer retail, telecomm, healthcare, law, hospitality,
technology, education & dating.
Kate Minkner Director of Social Strategy [email protected]
Kate brings over a decade of top-
tier agency experience from Mullen, Crispin Porter + Bogusky &
SapientNitro, having worked on some of the largest and most
reputable national brands including Miami HEAT, Grey Goose, Unilever, X-Games,
Dominos, Best Buy, ADT Security, Vitaminwater, Powerade,
Volkswagen & Target. Kate offers the InterQ team a wealth of
insight in the areas of market research, media planning, social
listening & social strategy.
Tamara Irminger-Underwood Director of Content Strategy [email protected]
Tamara is a professional
copywriter, white paper author, and editor. With degrees in
Journalism and Geology, she prefers technically focused writing
and editing assignments, but found that rocks don’t give the
best interviews, so has branched out into a new passion,: writing
about customer service, business best practices, and generational issues facing the workplace. At InterQ, she writes content and
directs content marketing strategy.
Brand Experience
Official Reseller Agreement: Anyone making an introduction that leads to a new InterQ client, upon signed contract, is entitled to a minimum commission of $5,000 on any package sold with no limit on frequency. Commissions start at $5,000 for the first 1 – 3 new clients. $6,000 for the next 4 – 6 new clients. $7,000 for next 7 -10+ new clients. All rights reserved and subject to terms & conditions as of 7-1-15.
We’d love to meet you.
Contact us today to set up a consultation, or receive more information about our research capabilities.
844.288.0788