Newman Marketing Research Industry Experiences
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My Approach To Interviews
To make a focus group or an interview successful, I’ve found it’s really a three pronged approach: it’s about the before, during and after. In the before, it’s about taking time to research a topic and create an effective guide, then taking time before the interview to get to know the respondent, create a comfortable environment. Then in the “during”, the actually interview, it’s about being keenly aware of both the verbal and non verbal cues that a respondent makes and knowing when to probe deeper. Finally, “the after”, pouring over the tapes and transcript to create a report that is both informative and actionable, while all along having a passion for what you do.
Qualitative Research Tools & Techniques
Detail aid test
Detail aid recall test
Concept test
Brand Iconography Tests
Brand name test
Brand image test
Logo test
Device test
Packaging test
Recall Test – Product Campaign/Messaging Assessment
Brand awareness/brand audit
Message testing
Assessing Product Messaging
Health Website
Health mobile application test
Patient pathway evaluation/Patient Flow
Patient Tracking / Patient Record Form Study
Treatment algorithm evaluation
Treatment options/evaluation/perceptions/trends
Product development & postion:
Prescription Study > Market Sizing
Market segmentation
Product positioning/re-positioning
Product profile evaluation
Clinical trial definition
Ideation session
