• Skip to main content
  • Skip to primary sidebar
Merrill_Logo_CMYK_tag
  • Home
  • About
    • Team
  • Services
    • Protecting Client Investments Through Research
    • Complete Range of Research Services
    • New Product Development
    • Custom Panel Development
    • Audiences
  • Work Examples
  • Clients
  • Blog
  • Ecosystem Partners
  • The Merrill Institute
  • Contact
×
  • Home
  • About
    • Team
  • Services
    • Protecting Client Investments Through Research
    • Complete Range of Research Services
    • New Product Development
    • Custom Panel Development
    • Audiences
  • Work Examples
  • Clients
  • Blog
  • Ecosystem Partners
  • The Merrill Institute
  • Contact

AI-Backed Qualitative Research

February 23, 2023 by Rich Stimbra

Objectives:
  • A manufacturer wanted to understand if technical professionals emote like consumers when evaluating professional products/services, or if they are more rational, linear and objective.
Methodology:
  • Two-pronged approach: 12 qualitative in-person IDIs plus six virtual IDIs. Respondents were video taped in high resolution. Moderator highly trained in nonverbal intelligence was backed up with AI-based software to help identify instances of emotion: happiness, contempt, disgust, fear, anger, surprise, sadness, neutrality.
Result:
  • This research clearly demonstrated that technical professionals intensely emote when presented with certain choices/topics.

Filed Under: Technology

Case Study: Wine Labeling

October 28, 2022 by Rich Stimbra

Objectives:
  • Identify what nutrition and ingredient information wine drinkers want to see on wine bottle labels.
Methodology:
  • Online quantitative survey among 1,000 regular wine drinkers in the U.S.
Result:
  • Results were used to identify what information consumers assume is on wine bottle labels and understand whether the current level of information on the labels meet the expectations of wine drinkers.

Filed Under: Food/Beverage, Work Example

Market Canvas Study: Electronics to Keep the Elderly Safe

July 12, 2022 by Rich Stimbra

Objectives:
  • A manufacturer of AI-based electronic products that serve the elderly US population wanted to test 3 hypotheses regarding the adoption of their technology among their target audience.
Methodology:
  • A two-part methodology including in-depth interviews among senior decision makers in their target audience, followed up with an online quantitative survey.
Result:
  • The hypotheses were tested. One was clearly validated. Our client will use the results of this study for sales, PR, whitepapers, and conference material.

Filed Under: Medical, Work Example

Educational Display Technology

March 16, 2022 by Rich Stimbra

Objectives:
  • Evaluate a system of integrative display devices to be used in teaching environments.
Methodology:
  • In-depth Zoom interviews among teachers and IT decision makers in education settings. Included an ethnographic component to better understand teaching environments and technology set-up.
Result:
  • Findings informed decisions to move forward with additional research surrounding devices evaluated as most appealing.

Filed Under: Technology, Work Example

Website Registrar Awareness

February 9, 2022 by Rich Stimbra

Objectives:
  • Understand registrar awareness/competitive landscape.
  • Determine which expanded services would be of interest to the target audience.
Methodology:
  • Qualitative IDIs among IT and Small Business decision makers for domain registrar purchases.
Result:
  • Uncovered a competitor that wasn’t on the company’s radar and helped to eliminate partnership options that were of little interest to the target.

Filed Under: Technology, Work Example

Environmental Messaging Study

December 29, 2021 by Rich Stimbra

Objectives:
  • Determine which of several “green” messages resonates best with target audiences.
Methodology:
  • Qualitative IDIs among specific target segments based on their engagement with environmentally-conscious behaviors.
Result:
  • Informed decision about which messages did not resonate and how others should be fine-tuned for further quantitative testing.

Filed Under: Technology, Work Example

  • Go to page 1
  • Go to page 2
  • Go to page 3
  • Interim pages omitted …
  • Go to page 13
  • Go to Next Page »

Primary Sidebar

© 2023 Merrill Research. All Rights Reserved.