Methods
Columbus has extensive experience in the following qualitative research approaches:
In depth interviews, both with consumers, small & medium sized businesses,
corporate companies ( CEO's, CFO's,...):
- Interview duration can be from 30 minutes to 90 minutes
- Interviews are conducted either on a central location or 'in home' (at the
respondent's location)
Group sessions:
- A typical Columbus group session consists of 7 to 8 respondents and lasts
approximately 3 hours
- Mini group sessions are usually with 4 to 5 respondents and typically last
between 90' to 2 hours
Duo interviews:
- Mother & child, kids and friends, teens, ...
Ethnographic research:
- Family group sessions: This involves all members of the family and sometimes
friends / relatives. Most often conducted 'in home'. Videotaped to capture their
home environment.
- Real life observation: observing consumers in specific situations, demonstrating
specific behaviour (e.g. when going out, when visiting theme park, ...) coupled
with in-depth interviews.
Sequential recycling for concept development:
- Workshop with the client team to develop product / services concepts based on
relevant consumer insights.
- Conducting iterative cycles of different group sessions followed by debrief
workshops in order to progressively and jointly develop finalised concepts which
have market potential.
Shopper research:
- Consumer observation during shopping and exploring shopping
behaviour via in depth individual interviews.
Columbus has extensive experience in the following qualitative research approaches:
In depth interviews, both with consumers, small & medium sized businesses,
corporate companies ( CEO's, CFO's,...):
- Interview duration can be from 30 minutes to 90 minutes
- Interviews are conducted either on a central location or 'in home' (at the
respondent's location)
Group sessions:
- A typical Columbus group session consists of 7 to 8 respondents and lasts
approximately 3 hours
- Mini group sessions are usually with 4 to 5 respondents and typically last
between 90' to 2 hours
Duo interviews:
- Mother & child, kids and friends, teens, ...
Ethnographic research:
- Family group sessions: This involves all members of the family and sometimes
friends / relatives. Most often conducted 'in home'. Videotaped to capture their
home environment.
- Real life observation: observing consumers in specific situations, demonstrating
specific behaviour (e.g. when going out, when visiting theme park, ...) coupled
with in-depth interviews.
Sequential recycling for concept development:
- Workshop with the client team to develop product / services concepts based on
relevant consumer insights.
- Conducting iterative cycles of different group sessions followed by debrief
workshops in order to progressively and jointly develop finalised concepts which
have market potential.
Shopper research:
- Consumer observation during shopping and exploring shopping
behaviour via in depth individual interviews.
