Category Dynamics™

This one-on-one approach to qualitative research usually consists of a 20-to-30-minute conversation, either in person or by telephone, between a professional moderator and a respondent.  Designed to be our most rigorous exploratory technique, Category Dynamics is a useful tool when:

• Your target audience is difficult to reach, either due to schedules or geography.
• Your target audience represents a relatively small universe (Fortune 500 CEOs, neurosurgeons, etc.).
• You want to explore how or why your target audience thinks the way they do.
• You want to test or rethink existing assumptions about attitudes or behaviors.
• You are planning a major quantitative study and want to make sure you’ve covered all your bases.