Why Ladd Research Group
Why Hire a Professional
Good market research professionals not only have the skill and
training to effectively moderate groups and IDIs, but they also have
the ability to objectively analyze and interpret the findings,
effectively communicate them, and provide strategic direction.
Market research professionals have many important roles when they take on a project.
Strategic Consultant
Market research professionals offer strategic consultation, recommending the appropriate methodologies, helping to develop clear-cut objectives, providing advice on effective communication of results, and helping the client determine strategic implications of the research.
Project Coordinator
Market research professionals coordinate all aspects of the project including contracting with facilities, developing the screener, managing the recruiting process, coordinating all the details and set-up for the interviews/groups, and developing the discussion guide.
Analyst and Communicator
Market research professionals must be able to analyze the results of the research and effectively communicate these in written reports and oral presentations, and assist the client in communicating the findings to the organization.
Facilitator/Moderator
One of the most important roles of the research professional is that of facilitator/moderator for the groups or interviews. In medical marketing research, the moderator must be able to quickly assimilate the essentials of the therapy areas, products, procedures, and treatments, to effectively probe topics raised in the groups or the interviews.
Market research professionals do more than just moderate
- Create a safe climate
- Probe for hidden meanings
- Objectively interpret what they hear
- Have knowledge of trends in other categories and industries
Market research professionals have up-to-date skills
- Training in a number of techniques
- Skills in managing group interactions
- Ability to probe deeply to get beyond rationalizations to underlying motivations
- Objectivity that avoids biasing respondents
Market research professionals can handle challenging situations
- Get around respondent's defensive behavior
- Effectively handle dominating and withdrawn personalities
- Keep unexpected issues from sabotaging the group
- Notice contradictions that don't "sound right"
- Handle sensitive topics with diplomacy
Source: QRCA website www.qrca.org
