As qualitative research consultants, we recognize the implications of our findings. We are better able to turn data into information, information into knowledge, and sometimes knowledge into wisdom. We know how to develop and test strategies and executions, how to design a study to meet the client's needs. We also help clients identify and prioritize needs, and provide direction for critical marketing decisions. So, long before we enter the focus room, we can increase the likelihood of success.
Pros have marketing savvy and context.
We can report on trends in other categories and industries, giving broad perspectives without revealing proprietary information. Pros Create a Safe Climate Pros create an atmosphere of psychological safety, encouraging respondents to express divergent or embarrassing thoughts and feelings. This is perhaps the most important thing that we do, yet it is often completely invisible to participant and client alike. It is probably our most under-appreciated skill. Since respondents can feel vulnerable or at risk during a discussion, they are much more comfortable and therefore more productive when they sense that they are in the hands of a Pro. 4.