Introduction to our services, specifically regarding qualitative research methodologies.

1. MARKET
RESEARCH
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2. CORE RESEARCH
BACKGROUND
• Susan Korbel, Owner
o B.A. Cornell University, 1971
o Ph.D. University of Michigan, 1975
o Experience
 10 years in broadcast television
 30 years market research
• Core Research established 1989
o Long term relationships with prominent clients
o Health care: hospitals, insurance, patient needs
o Top categories: food & beverage, entertainment
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3. CORE RESEARCH
CAPABILITIES
• Consumer & Audience Studies, Primary Research
 Web Surveys
 Focus Groups
 Mailed Surveys
 In-store intercepts
 Telephone Surveys
 Ethnographic In-store
• Secondary Data Analysis
 Database monitoring, visualization
 Web Monitoring and Access
 Archival Searches
• Internal Quality Control
 Mystery Shops
 Climate Surveys
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4. Core Research Answers
Questions
From the beginning of an idea to the successful completion, market
research helps communicate what you’ve got, and how you’ve done.
o Image design and feasibility studies
What’s in a name? Logo? What colors work? What turns people off?
o Advertising
What messages and media will encourage people use your product or visit
your site (event, retail location or online)? What media? What makes your
advertising (in-store and media) effective, or how could it be better?
o Promotion
How do we know if we have an image problem, or strengths to reinforce?
o Sales strategies
How do you decide how much to charge for your event, product, service?
o Product and service satisfaction
How do you know what customers think of your product or service? Why does
that matter?
o Public relations
What does the marketplace think about you? What do you do if people don’t
like you?
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5. WORK PRODUCT
EXAMPLES
Qualitative Research
Consumer & Audience Studies
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6. PERSONAL
INTERCEPTS
• Public venue, events
o In-arena sports fans, concerts
o Family events
• In-store
o Taste tests
o Advertising awareness
o Retail locations, facility provided by client
 Venue can be challenging (shopping traffic includes
target audience)
 Incentives appropriate for target audience
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7. FOCUS GROUP
EXPERIENCE
• Neutral site: traditional focus group facility
o New health care plan product testing, grocery signage tests,
ad testing, brand identity
• Client site or retail locations
o Facility provided by client
 Requires careful attention to advance screening,
potential bias
 Venue can be challenging (shopping vs. after hours)
o Amenities: hosting, refreshments, incentives
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8. CONTACT
Joe Korbel, Account Executive
1931 NW Military Hwy, Suite 250
San Antonio, TX 78213
210.366.4274
www.coreresearch.biz
coreresearch@sbcglobal.net
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