Quantitative & Qualitative Consumer Research

How is Consumer Research Unique?

Quantitative consumer research is the systematic investigation of consumers’ thoughts and feelings via statistical or mathematical methods for analysis. Our consumer-facing quantitative market research methodologies leverage online surveys, telephone surveys, in-person surveys, and other creative methods to gain valuable consumer insights.

Qualitative research with consumers typically leverages focus groups and in-depth interviewing to gather descriptive information about consumers’ thoughts, feelings, opinions and their perceptions of a brand, product, service or issue.

As one of the nation’s leading consumer research companies, Wakefield is dedicated to providing top-notch, nuanced consumer insights for our clients.

What are the Advantages of Wakefield’s Consumer Research Services?

Wakefield has unique tools in our consumer research “toolbox” from proprietary hybrid techniques to traditional approaches. We conduct enhanced qualitative market research sessions with live-response feedback dials, traditional focus groups, one-on-one interviews and dyads as well as a handful of other qualitative methods, Wakefield Research takes a custom approach to every consumer project so we can delivers the findings you want.

Wakefield – a leading consumer research company – conducts this type of research throughout the world.

The Different Quantitative Consumer Research Methods We Use:

• Targeting & Market Segmentation
• Product Concept Testing
• Message Development & Testing
• Identity & Brand Positioning
• Price-Point Research
• Benchmarking & Tracking
• Market Sizing
• Advertising Testing
• Customer / Member Satisfaction
• Quick-Turnaround Flash Polls

We are the preferred consumer research partner to Fortune 500 organizations, many advertising, PR and marketing agencies for leading consumer brands worldwide.

Online Consumer Focus Groups
In the current environment of limited travel and other concerns, online focus groups are the ideal methodology for having live, in-depth discussions about issues, ideas, messages and products – using a format that is convenient and comfortable for participants. Wakefield leads online focus groups with consumer audiences, ranging from parents to product/brand owners and other target audiences.


In-Person Focus Groups
We have recruited and moderated focus groups in more than 30 countries. Whether you’re interested in examining attitudes among teens or seniors, video gamers or travelers, Wakefield Research focus groups offer a valuable way to explore attitudes among your brand or organization’s key audiences.


In-Depth Interviews
Our team uses in-depth interviews (IDIs) to understand the underlying emotional drivers that influence decision-making. We tailor the interview settings – one-on-one, as well as groups of two or three respondents – to suit your research objectives. IDIs are an effective way to conduct thorough interviews that explore what drives consumers or constituents to prefer one option over another.

Enhanced Qualitative Sessions

Wakefield’s enhanced qualitative sessions use proprietary technology to control groupthink. Wakefield conducts enhanced qualitative sessions to eliminate groupthink dynamics that typically arise during traditional discussions. Our technology collects opinions that serve as the basis for follow-up discussions. It allows us to uncover why an attitude or impression is prevailing – and then focus discussions accordingly. This approach is the ideal qualitative method for discussing and exploring brand perceptions or product reactions.

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