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DEEPER CONVERSATIONS
Schireson Associates has been conducting qualitative research projects around the world for more than 20 years. While our special expertise is in high technology, our experience includes packaged goods, healthcare, and financial services as well. Our qualitative practice is defined and differentiated by some distinctive strengths:
We bring both skill and substance.
There’s a singular challenge to qualitative research in high tech. Some researchers have strong group process and inquiry skills, and some have real subject matter expertise in technology, but very few bring both. We do. Our moderators conduct hundreds of hours of field interviews – site visits, in-depth individual interviews, dyads, focus groups, clinics – working with thousands of respondents every year. As a result, our group process and inquiry skills are highly refined. And prior to working as researchers, our moderators have all held down demanding jobs on the firing line. They’ve faced the same challenges and decisions our clients face. Subject matter expertise makes a difference.
We use inventive techniques.
We have a penchant for invention and a special interest in finding ways to take advantage of quantitative techniques in qualitative research projects. We’ve found ways to leverage qualitative research spending to yield statistically significant data without losing the depth and texture of qualitative learning.
We’re rigorous about all the details.
We pay painstaking attention to logistics and field operations. We have a department dedicated 100% to monitoring every recruit and every detail of every project. We have worked with hundreds of field facilities and in-country moderators around the world. We manage all the ins and outs on the ground to ensure that every project is on target, on time, and on budget.
We know how to scale.
Some of our projects are relatively small – six to eight focus groups in one or two markets. But many are very large, involving dozens of focus groups, one-to-one interviews,and site visits, conducted in multiple markets and as many as seven or eight languages. Our logistics and research teams know how to ensure that large and complex global projects run smoothly.
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