In this issue:
 When evaluating market research firms, it makes sense to find out how many of their employees are professionally certified. The Marketing Research Association established the Professional Researcher Certification (PRC) program to validate industry knowledge, dedication, and professionalism among market researchers. A PRC designation assures the credentials of market researchers and underscores their commitment to continuing their professional education. Similar to certifications in other fields, it sets an industry standard for excellence in research. The PRC program also challenges participants to stay on the research industry’s leading edge through conference attendance, educational seminars, and peer-reviewed publishing. This focus on professional development is one of many reasons you’ll benefit from choosing a research partner that employs certified professionals.
Over half of the researchers at Market Connections are PRC certified. Furthermore, it’s our policy to share the knowledge gained through professional education and development with other staff members. As a result, you can be assured that we have the expertise required to deliver quality research and actionable recommendations that will help you attain your goals. Click here for more information on the PRC program.
Conducting in-depth, open-ended discussions with members of your target audience can deliver rich insights – including the “whys” behind their thinking and decisions – that just aren’t possible with large quantitative surveys. Such qualitative research is used for testing branding and marketing campaigns before they’re launched,
 assessing product features and benefits, uncovering the market’s unmet needs, better understanding the impact of various factors on buying behaviors, and more. The most common qualitative methods are in-depth interviews (IDIs) and focus groups. IDIs are certainly effective, especially if the targeted titles are senior-level executives who aren’t willing to leave their offices to participate in a group discussion. However, they lack the interactive dynamic of focus groups, where participants often build upon each other’s ideas.
Yet, focus groups can be a challenging and expensive undertaking for companies that serve geographically dispersed markets. In such cases, Market Connections often recommends conducting focus groups during industry conferences.
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