Qualitative Insights

Qualitative research is an important component of MMR Strategy’s research methods. We use qualitative research methods exclusively on some studies, and often combine qualitative and quantitative methods on different phases of the same project. In these studies, the qualitative research can be used before a survey, to identify hypotheses and refine variables for the questionnaire, or after the survey, to interpret the results.

Our qualitative research experience includes:

Helping a healthcare provider understand the clarity and effectiveness of marketing materials.
Helping an appliance vendor better design segmentation questionnaires.
Helping a restaurant uncover motivations of key customer segments.
Helping a financial services company create Customer Journey Maps that document the touch points and channels customers use to interact with the company.

MMR Strategy uses a wide variety of qualitative research methods, including the following:

Focus Groups and Mini Groups
In-depth Interviews
Ethnographic and Observational Research

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Case Study

MMR Strategy helped a global financial services company map the customer experience.

Problem	Analysis	Results
A financial services company gradually losing customers to competition wishes to improve the customer experience.	MMR facilitated workshops with management, interviewed employees, and utilized existing research and data. We identified key customer interactions with the company and the underlying processes that support those touch points. We also developed customer-focused standards and metrics as they relate to the customer experience.	The company set out to align internal processes with customer objectives and expectations.