Our creative marketing research techniques "dig deep" to provide you with an in-depth understanding of the consumer's thinking process - the purchase decision, how they evaluate products, and how the products impact their lives. These unique insights help you identify gaps and unmet consumer needs around which to develop new products.

Uncover Consumer Insights with Qualitative Research
Qualitative research is frequently the first building block in gaining consumer insight. MRSI offers a full range of qualitative services including study design, recruiting, moderating/interviewing, and analysis/reporting. Our qualitative team utilizes the latest marketing research techniques to help you:

• Understand consumer feelings about products, tasks, and lifestyles
• Gain insights about behavior that consumers may not be able to verbalize
• Benefit from the creativity of consumers

The research methodologies we use to help you gain these insights include:

• Focus Groups
• Mini-Groups
• In-Store Visits
• In-Depth Interviews
• Triads/Dyads
• In-Home Visits
• Ethnography

Observing consumers in their homes and in the store can provide insights that may otherwise be elusive. It provides a unique opportunity to see consumers in their normal environment, to learn about their real needs and problems, to experience how they solve their problems, and to see what products they buy or use and why.

MRSI's qualitative team uses advanced query techniques to provide richer and more insightful results. Some of these specialized techniques include:

• Brainstorming
• Sentence Completion
• Perceptual Mapping
• Mind Mapping
• Laddering
• Projective Techniques (Picture Sorts, Anthropomorphics, and Collages)

Understand Your Market and Target Consumers with Category Assessment
MRSI helps you understand your market and your target consumers through custom quantitative and qualitative research. Our extensive data collection resources for quantitative research include a 96-station CATI telephone center, our Online iN-Site research system for Internet interviewing, and an extensive field agency network for in-person interviewing.

We provide an in-depth analysis of how consumers perceive the category and current brands. Using state-of-the-art data mining, mapping, and modeling techniques, we assess the needs of your target consumers, along with their perceptions of how well you and your competitors are doing in meeting those needs. Our program typically includes the following elements:

Attitudes & Usage - We investigate how and why consumers are using current products in the category in detail. Key areas include:

• Unaided/Aided Brand Awareness
• Unaided/Aided Brand Usage
• Brand Performance Ratings
• Brand Switching
• Category Characteristics
• Purchase Importance Ratings
• Category Attitudes
• Frequency Of Use
• Usage Occasions And Patterns
• In-Store Purchase Patterns

Brand Positioning - Consumers evaluate major category competitors on a list of product attributes. Each brand's performance ratings are compared to overall attribute importance to reveal brand strengths/weaknesses and priorities for brand improvement.

Purchase Drivers - Consumers rate the importance of attributes in deciding to purchase a product in the category. By combining stated importance with derived importance (a correlation score) in a discriminating quadrant analysis, we can determine the key drivers and unstated drivers in the category.

Consumer Needs - We determine the key consumer needs in your product category and how well competitive products are meeting those needs. Through perceptual mapping, we can identify any areas of product opportunity in the competitive landscape. Gap analysis is another useful technique that ranks attributes for improvement priority based on the "gap" between importance and performance (degree of "unmetness").

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Identify Your Target Audience with Segmentation Analysis
MRSI's helps you identify your target audience through a comprehensive segmentation analysis. The mass market is broken into segments, each with its own special interests, lifestyles, and affinity for particular goods and services. Segmentation research helps you define and understand these segments, but making the best decisions during this process usually requires both qualitative and quantitative marketing research methods, and keen marketing insight. Segmentation studies include elements of attitude & usage studies, but also involve more in-depth attitudinal, psychographic, lifestyle, and brand image measures.

There are often identifiable sub-markets with much greater profit potential compared to the general market. Segmentation helps you identify these lucrative sub-markets, and gain an understanding of how to best target them.

MRSI uses analytical techniques to organize consumers into groups with similar attitudes, needs, and desires. The size, demographics, and market potential of each segment can be determined, along with product positioning that could appeal to each one.

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Explore Market Dynamics
Market understanding is not limited to just conducting new, custom consumer marketing research. All existing information on the category should be compiled, shared with the team, and fully reviewed. This includes technology assessment, category trends, and economic, political, and regulatory considerations. Possible sources of information are published studies, literature reviews, news reports, scanner data, and category experts.

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Why MRSI?
Clients tell us it's our comprehensive capabilities, proactive client service, and ability to consistently provide accurate, actionable results that set us apart. If you've used our services before then you know you can count on us to deliver the same quality results throughout your entire product development process. If you're new to MRSI consider this: Since 1973, we've delivered on our promises. That fact is best reflected in our clients' loyalty, with long-term partnerships dating back to our founding and referrals from satisfied clients generating the majority of our new business.

Contact Us
For more information on how MRSI's product development research services can help you achieve product success call 513-579-1555 or use our online form to quickly request additional product development information right now!