"Ellison Research is a true research partner. I believe this partnership is crucial to our continued success, and I would recommend Ellison Research to anyone looking for a full-service research partner."
Penny Pierce, Research Manager,
SHR Perceptual Management
About Us: Qualitative
Conducting qualitative research, whether it's focus groups, ethnography, or in-depth interviews, is much like writing poetry: anyone can do it, but few do it really well. Many people claim to be moderators, largely because it just looks so easy. It's not.
Moderating is an exacting job requiring substantial skill and experience. Important decisions will come from your research (or you wouldn't be doing it in the first place).
We have managed and moderated literally hundreds of focus groups and interviews, each project with its own special challenges. We've worked in large and small markets all across the nation.
Consider the challenge in exploring important topics among these diverse types of people...
| • ardent sports fans | • affluent investors |
| • ministers | • charitable donors |
| • Sunday school teachers | • sports coaches |
| • new car shoppers | • credit card users |
| • restaurant managers | • executives |
| • teenagers | • women with severe menopause complaints |
...and being able to relate well enough with each group that they opened up with crucial insights and feelings on topics as personal as religion, health, charitable giving, and investments. This expertise from our moderators comes from many sources:
- RIVA training
- background as a professional news interviewer and reporter
- nearly two decades of qualitative experience
- time spent with advertising agencies, marketing departments, and executive management teams implementing the research findings
- experience in all facets of qualitative research (selecting methodologies, recruiting respondents, analyzing feedback, incorporating the results into surveys and business plans)
- a constant drive to perfect new techniques and methods of getting the most useful information possible
Many people moderate qualitative projects. Select someone who does it very well.
