Focus Groups & Interviews
Qualitative research offers in-depth information about your customers’
motivations, beliefs and perceptions. By incorporating the NAHB Research
Center’s qualitative services into your market research plan, you can:
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Better understand your customers’ decision-making process
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Gather immediate customer reactions to new ideas, concepts, products and
marketing materials
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Gauge your customers’ emotions and attitudes toward your company and your
competition
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Brainstorm ideas and solutions for products and services
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Further investigate quantitative research findings
The NAHB Research Center can customize a qualitative market research plan that
is specifically tailored to your company’s needs. Qualitative services include:
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Focus groups
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In-depth interviews
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Dyads & triads
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Roundtable discussions
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Brainstorming sessions
The NAHB Research Center conducts qualitative research across the United States
and Canada at professional facilities, trade shows, conferences, and other
locations. The Research Center opened its own state-of-art
market research facility in June 2007, which includes an observation
gallery that accommodates real-time observation by clients and focus group
participants of products in use on the laboratory floor.
The NAHB Research Center’s professionally-trained research analysts and
moderators are members of the American Marketing Association and the Market
Research Association.
Let Us Know How We Can Help You
For more information about focus groups and our Market Research services, contact
Ed Hudson at (800) 638-8556, ext. 6305.
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