Qualitative Investigation

Qualitative Investigation

Discussion/focus groups: Listening groups Active towards clients

ICC Qualitative Investigation uses the best system of investigation of markets and the existing public opinion: to listen its clients actively.

What does qualitative investigation consist of?

This attitude, of deep listening, is used through the method of Qualitative Investigation, consisting of selecting sample representatives of the public and make opinion polls by means of discussion groups. The difference of a quantitative investigation (the traditional survey), from the others, is that it uses methodology and statistical technical analyses.

Why is the technique of group discussion used?

The points of view relative to the product, service or programs develop with the interaction of people in the group. The aim is to try and create a product aimed on the feedback from people in the discusion group. The ultimate goal is to create a product that is both beneficial to the company and its clients, giving advantages to both sides, it also lets you differentiate your product from the competitors.

At ICC we are commited on using focus groups:

ICC investigate specific qualitative investiagation (AD HOC)
More intense and profound

The specific qualitative investigations (ad hoc) consist of 6-12 discussion groups acting own their own focussing on the needs of the client. Each group is made up of between 6-8 people these people are chosen at random although they are of normally similar personalities and tastes. As are the nature of such groups that they normally give a good idea of what the consumer looks for in a product.

ICC shared qualitative investigation (OMNIBUS)
Less expensive.

The OMNIBUS are discussion groups are full of various clients (normally 2-3 in each group) from different sectors, these groups share time homogenously using the same samples of individuales. They to try and find out what the client wants in each sector, this technique is used in investigations that are not so profound.

Study types

The Specific Qualitative Investigation (Ad hoc) and the Shared Qualitative Investigation (Omnibus) are used just in equal amounts in discussion group studies.

For businesses

  • Qualitative diagnosis of the perceptions of Canarian consumers before the launch of a product or service.
  • Qualitative diagnosis of the perceptions of Canarian consumers before the launch of a company brand. Mesuring the attributes of image perceptions, the internalisation, and the system of values and the impact of the brand on the part of the consumers.
  • Qualitative diagnosis to pre-launch of a new product or before variations of a product. With changes to the idea based upon the reaction of the consumer.
  • Qualitative diagnosis about the general perception of the public about the company.
  • Qualitative diagnosis on the motivation of the present clients at the time of making a purchase.
  • To diagnose qualitatively the basis on what decisions a client makes before buying a product.
  • Studies of remodelling of existing products.
  • Studies of the creation of names and marks.
  • Functions of moderation and analysis of creative groups formed by personnel of the own company.
  • Qualitative studies of opinion.
  • Qualitative studies of consumer habits.
  • Specific studies for clients.

For institutes and/or organisations

  • Studies directed to the citisens, contributors, voters.
  • Analysis of the perception on the political and/or public management.
  • Analysis of the image of institutional, political, social leaders...

Discover what clients think about...

  1. Motivation of the buyer
    Discover the deep motivations of purchase of its product or service
  2. Image of the brand
    Know how their product or service sees their clients
  3. Quality of the product or service offered
    How they perceive the quality and in what parameters it is moderated
  4. Publiciy
    Before, during or after the diffusion of its publicity, analyse its real impact on the market
  5. Price
    How does the product preparation influence the price?
  6. Telephone customer care
    How they analye the clients and telephone care of a company
  7. Customer service
    How they analyse clients related to the customer service of the company

Discover the motivations of clients that are not yours or tehe competitions

  1. Knowledge of the different marks, products and/or services supplied by your company and/or of the competition
  2. Positive and negative aspects that the clients value of the competition
  3. Aspects of your company that the consumers do not know (and if they knew would motivate them to be clients of your business)
  4. What would improve your products or services offered by your company (image, marks, publicity...)

ICC offers to its clients

  • Adaption to their needs.
  • Seriousness and professionalism
  • Transparency in the processes
  • Dedication and profound knowledge of the client.
  • Rapid response service.
  • Professionalism. We have the necessary structure and means.
  • Communication: opened to the suggestions of the clients.
  • True knowledge of the Canary market.
  • The reference of our present clients.

ICC asks its Clients

  • Clarity.
  • Honesty in the asked for terms. .
  • A communicative and fluid relationship.
  • To establish a mutual need between the two companies complying of:
    • Responsibility
    • Communication
    • Seriousness
    • Professionalism

The present changes the the market to consumer buying patterns are reality. ICC studies how we can help you business adapt to these factors.

Investigative studies / calenders

Specific qualitative investigation services (AD HOC)

  • They are services of investigation to the measurement of the client. Therefore, to adapt it when needed.
  • The terms of the sucess of the investigation are the following (from the company/signature of the contract):
    • 10 working days for the preparation and finding of clients
    • 8 working days in the taking place of the discussion groups
    • 6 working days for the collecting of results
    • 10 working days for the prearation and finding of participants
    • 10 working days in the taking place of the discussion groups
    • 6 working days for the collecting of results
    • 15 working days for the preparation and finding of clients
    • 16 working days in the taking place of the discussion groups
    • 8 working days for the collecting of results

    • 6 discussion groups:

    8 discussion groups:

    12 discussion groups:

For more extensive investigations (more than 12 discussion groups) a work calender is needed.