Qualitative research is truly an art. It demands a great deal of creativity, communication skills, and marketing savvy. The Newman Group,Ltd. would greatly value the opportunity to work with you and your company.

The added value a moderator offers to a project is very important. Our job is to synthesize the comments from the groups and then develop possible marketing scenarios that will meet the objectives of the research. We term this translating the consumer dialogue into "marketingease". One has to understand that a moderator is dealing with a limited set of information, just those findings culled from the project to which we are assigned. This is a challenge and  we love it!

In addition to working with adults, we have had considerable experience in conducting research with children and teenagers. This has primarily been in the area of the Internet, radio, theme parks, video games, food products, clothing and cosmetics. The Newman Group is also the founder of FocusTrack® a method of conducting qualitative customer panels.

Over the years of moderating over 3000 focus groups and one-on-one interviews, we have developed several different techniques used to generate and fine tune consumer responses. The Newman Group Ltd. likes to think of these things as a way of differentiating itself from other qualitative researchers who do not use projective or imaging techniques. Some of these techniques include the use of:

- Personality associations

- Use of a People Board

- Situational associations

- Forced relationships

- Sentence completions

- Expressive drawing

- Collage exercises

- Anthropomorphization

- Specific probing techniques