Behavioural
Research Group (BRG)
is a full-service research firm specializing in assessing consumer
attitudes, and understandingconsumer decision making behaviour,
using both qualitative and quantitative research methods.
Qualitative
Research used to Assess Consumer Attitudes and Decision making
Behaviour:
Our qualitative research methods utilizes focus groups
to assess the effectiveness of a product’s brand name, packaging,
advertising, and the like. However, unlike other qualitative boutiques,
BRG quantifies the findings from the focus group interviews, in
order to eliminate the bias that inevitably occurs when such data
is interpreted. This leads to a more accurate representation of
how consumers think. We present our findings in a graphical form,
which provides a clearer format for understanding respondents’
attitudes, beliefs, and perceptions. Using focus groups, we also
analyze consumer decision making behaviour by exposing participants
to repeated experiments aimed at uncovering stated preferences.
Within the focus group environment, we analyze the rationale behind
participants’ preferences. Understanding the rationale underpinning
consumer decision making behaviour is fundamental to the creation
and implementation of a successful marketing plan.
Interviewing
Facilities:
Our interviewing facilities are located in Toronto’s
First Canadian Place, with additional facilities in north and
west Toronto, as well as Vancouver, Calgary, Winnipeg, and Montreal.
All of our interviewing locations can accommodate groups of all
sizes, well into the hundreds if required. All locations are technologically
equipped, and fully catered.
Quantitative Research:
Survey data is gathered by third party data collection
firms. The resulting data are analyzed using the statistical tools
best suited to answer the research questions under investigation.
This ranges from the most simplistic analysis to most advanced
statistical techniques. The results are presented in an easy to
understand form. However, we also provide with the raw data, and
the statistical modeling report, upon which the presentation is
based. This allows you to get third-party confirmation of the
results.
Unlike
our competition, our account executives are experts in statistical
methodology, which means your research questions will be answered
with the most appropriate statistical methodology. Therefore,
if your research project requires a discrete choice experiment
in order to answer the research question under investigation,
that is what we will recommend. However, if your research project
requires more simplistic analysis, we don't sell you research
you don't need.
Using
the most advanced research methods, we provide you with a better
understanding of:
-
Why consumers buy your product rather than your competitors’
product
-
Why consumers buy your competitors’ product and not yours
-
What changes in the marketing mix are necessary to persuade
consumers to buy your product rather than your competitors’
products
-
How changes to your competitors’ marketing mix will affect
your market share
-
How the introduction of a competitor’s new product(s)
will affect your market share
-
How the introduction of your company’s new product(s)
will affect your existing product(s), and those of your competitors
-
How consumers view your product(s) relative to the competition
-
What changes are necessary to your marketing mix in order to
change consumer attitudes towards your product(s)
-
Understand trade-offs between product attributes and price
-
Develop "what if" models to determine if demand (or
competitive share) changes as product attributes and prices
change.
-
Develop a better understanding of the target market by describing
those customers reporting high interest in your product or service.
-
Market Segmentation by isolating and describing customers based
on attribute trade-offs.
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