Behavioural Research Group (BRG) is a full-service research firm specializing in assessing consumer attitudes, and understanding consumer 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 utilize 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 focus group interviews to eliminate the bias that inevitably occurs when such data is interpreted. This leads to a more accurate representation of how consumers think. We also present our findings in a graphical form, which provides a clearer format for understanding respondents’ attitudes, beliefs, and perceptions. Using focus groups, we analyse consumer decision making behaviour by exposing participants to repeated experiments aimed at uncovering stated preferences. Within the focus group environment, we analyse 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. In addition, we are fully able to conduct on-site interviews, throughout North America and Europe.

Quantitative Research:
Our quantitative research utilizes national or regional scale samples that are typically interviewed by telephone, or face-to-face. The resulting data are analysed using the most advanced statistical techniques, by our consultants who have been trained at the top research institutions and hold doctorates in business, economics, psychology, sociology, and statistics. Many are leaders in their field of research and editors of leading academic journals. Through our consultants, you will have access to the latest cutting edge research methods, particularly in modelling consumer decision making behaviour, and other forms of analysis.

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’
• 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.
  
  

Cost Competitive:
Unlike other research firms, BRG is not heavily bloated by overhead expenses, which necessarily constrains the manner in which research is conducted. Consequently, we can offer you greater value for your research dollar. As proof, we would be pleased to provide you with a quote. We are confident that once you experience what we can do, you will continue to depend on us for your research needs.

Bio:
Sal Guzzo, the CEO of BRG, received his training in qualitative and quantitative research methodology at the Masters level at Harvard University, and in advanced quantitative research methodology and statistics, at both the Masters and Doctoral level, at Oxford University. In addition, he has 14 years of senior marketing management experience gained in the packaged goods industry and the European fashion industry. He also teaches statistics to professional market researchers.