Market Research
Through our wholly-owned market research division, Vision Research Inc., we help our clients gain a better understanding of the needs of their customers, members, employees, or publics. Effective campaign, program or initiative planning starts with market research.
The team at Vision Research Inc. focuses on both qualitative and quantitative research methodologies.
Qualitative research is a method of inquiry commonly used to gather a greater understanding of the reasons and motivations that underlie human behaviour. To this end, researchers seek to gain a greater understanding of the “why” and “how” of individual behaviour and decision-making. Common data collection tools for qualitative research are executive one-on-one interviews and focus groups. When conducting focus groups, a smaller, focused sample is often more effective than large samples. Our researchers ask broad questions and collect data from participants. We then look for common themes and recurring patterns to describe the information exclusive to that set of participants.
Quantitative researchers ask specific questions and collect numerical data from participants to answer them. Our researchers analyze data with the help of statistics. The researcher aims to collect numbers that will yield an unbiased result that can be generalized to apply to a larger population or demographic. Survey and telephone polling methods are common examples for this type of research. Our experienced market researchers know how to do it all.
Here is a list of some of the projects we’ve worked on in the past:
- audio file transcriptions (verbatim and/or summary)
- competitive intelligence
- evaluation services
- evidence-based reports
- executive interviews
- incentive handling and processing
- literature reviews
- membership and employee surveys
- program audits
- project management
- recruiting
- report writing
- sample frame design
- survey design, coding and distribution
- thematic analysis
- website usability testing and content evaluation
