There is no place for “one size fits all” in marketing research. 
Each project and each objective must be carefully matched with the most appropriate methodology.

At PARK Research Partners, we seek to understand your objectives in the context of your larger business model and the greater marketplace.  It is important that your research strategy reflect your business strategy.

Today, we live in a very fluid environment where perceptions can change quickly and the marketplace is an increasingly competitive space.  This is no time to play guessing games, nor can one become complacent, doing what has always been done.

Our experience includes work with consumers and executive level professionals across a wide range of industries including consumer packaged goods (CPGs), personal care products, pharmaceuticals and medical devices, education, telecommunications, banking, real estate, and restaurants among others. Packaging research is an area of specialty.

 

qualitative

It's about exploration and discovery.  It's about how people feel.  It's about asking lots of questions.  Qualitative methods allow one to dive deep and come away with a richer understanding.  It is here that opportunity and direction is identified.

quantitative

Once you know how people feel, quantitative methods can be used to measure prevalence in the greater population. Here, it's about asking the right questions in the right way.   Technology has made large scale measurement fast and cost effective.

 

 

creative

Insights, inspiration and ideation - it's about combining research methods and creative strategies to spark new thinking.  Offering flexible ideation programs with a "can do" attitude is what our idea of being creative is all about.

Conversation and Observation

 

Insights emerge through conversation and observation.  

Qualitative research is about discovery and exploration.  It is evolutionary in nature, allowing one to navigate through the learning, to build on the understanding, and follow the consumer's lead to uncover opportunity or define direction.  Whether conducted in person or online, one must ASK and EXPLORE to achieve UNDERSTANDING.

 

Consumer Conversations

Small group, one-on-one

 

In-Home Usage Studies

Hands-on exploration in a real world environment

 

Interactive Ethnography

Look and listen as stories play out in real time

 

 

Facts and Figures

Quantitative methods are used to measure the prevalence of perceptions or beliefs in the greater population. Technology has made large scale measurement fast and cost effective. As a stand-alone method, quantitative research can provide a snapshot of perceptions, awareness and behaviors.

It is generally recommended that quantitative methods be paired with qualitative. Through qualitative methods, one learns the right questions to ask in a quantitative study. Reverse the order and qualitative methods add context and understandings to the data collected through quantitative measurement.

 

Online Surveys

Sight & Handling

Shelf Set Testing

Eye Tracking

 
 

Where insights inform creative design and innovation.

Spark new thinking, nurture new ideas.

 

Build on research learning with insights-based ideation. Understanding consumer behaviors, their wants and needs, leads to more productive ideation, where relevant parameters are in place.

Consumers often find it difficult, if not impossible, to envision what they want or what is possible, and sometimes they do not even recognize a need until presented with an option.  

It is never your consumers' job to offer a solution.  Rather, that falls to you.  Their job is to tell their story.  It is our job to listen and interpret those stories.  What we learn from them becomes the basis for meaningful creative product development and design.

 

Sessions customized to meet your needs

Full or half-day sessions

Methods and exercises designed around your objectives

 

Internal teams alone or paired with consumer panels

Cross-functional teams

Consumers participate to offer feedback or co-creation

 

Your location or off-site