Focus Groups

Focus groups are an industry standard in the field of qualitative research. We conduct these in-depth interviews with groups of consumers who are familiar with or are potential users of your product, service or brand. These interviews may be used for everything from exploratory research, concept testing and new product ideation to the development, evaluation and optimization of creative work.

Affinity Groups

Whether we are relatives, sorority sisters, shopping partners, card buddies, book club members or just good friends, the fact is that most of our closest friendships are based, at least in part, on our shared interests and experiences. As friends, we share our lives, we share information and we often influence each others’ attitudes, decisions and behaviors. Affinity groups (also known as “friendship groups”) give our clients an opportunity to hear from their consumers in the company of others in their social circle who may influence the way they perceive the world---and their brand.

Ethnography

Ethnography is by far our favorite research method. By now, most marketers recognize that ethnography provides far deeper, richer and more authentic insights than focus groups ever could. Deeper because unlike focus groups, which typically involve speaking with as many as ten consumers at one time, in an ethnography, you have an in-depth conversation with one consumer in his or her world. And that means deeper conversations, deeper probing, deeper connections and deeper insights. Richer because ethnography takes researchers and clients out of focus group rooms and into the dynamic places where consumers live, work and play. And more authentic because unlike focus groups, where consumers are asked to describe previous behaviors or to predict future ones, ethnographies are conducted in consumers’ worlds, thereby enabling us to observe these behaviors as they occur, where they typically occur and to discuss them in context.

Consulting

Dr. Raspberry is also available to consult on projects of any size to assist marketers in optimizing marketing strategies targeting the African American consumer market.