We have 50+ years combined experience in research and management consulting. We are committed to providing relevant, reliable and actionable answers to your research needs by employing these time-tested methods:
Qualitative and Quantitative Surveys
A form of quantitative market research used to determine and predict attitudes, opinions and behaviors of a particular group based on scientific sampling.
Make sure that the sample size is sufficiently large enough
Those new to market research are always amazed that you typically only need to survey 384 respondents (most round to 400) to have the results of your survey representative of a population of a million or more.
The actual sample size chosen is also influenced by the level of detail required in the analysis (i.e., number of market segments to be analyzed).
Telephone surveys are a great choice when results are needed quickly.
Telephone surveys are conducted by trained interviewers who are skilled at probing, able to clarify comments shared by respondents and able to ensure that all the questions are answered
We are responsible for developing a questionnaire that removes the possibility of bias and is organized to maximize the quality of responses
Online surveys
We will ensure that the order of the questions maintains participant interest without biasing the results. Each word used in the questionnaire is carefully chosen since subtle nuances can have a huge influence on the results obtained.
Questionnaires are pre-tested allowing for a final evaluation of the questionnaire prior to starting the interviews
Any final adjustments can be made to ensure that the respondents understand the questions and that the information obtained meets the study's objectives.
Focus Groups
Focus Groups are small carefully selected groups of target listeners who discuss a specific topic with a trained moderator.
With superior analytical skills and trained moderators on staff, your Focus Groups are sure to provide you with actionable
information.
Find a quick indicator or how well marketing or programming changes are taking hold and whether fine tuning adjustments are necessary
Focus Groups can also help identify key issues and set priorities for quantitative research to maximize the value of perceptual studies.
While the small sample is not statistically reliable, face-to-face discussions with consumers can help us generate ideas, questions, and issues worth further investigation.
Strategic Market Study
The Strategic Market Study is the cornerstone of a company's understanding of their market.
The issues addressed are determined by the needs of the company and are carefully designed telephone, online, or multi-mode quantitative studies that examine the critical issues confronting a company
The size and profile of the target audience. To whom do we appeal? What is our potential market share?
Are there holes in the market? Are there unserved or underserved portions of the market?
What product will appeal most to the target market? How do we align our product to the needs of the consumer?
The most advantageous positioning for the company. What type of positioning message will resonate with the target consumer?
Harker Research Strategic Market Study uses its Market ModelingSM approach to research studies to go beyond traditional research.
It helps you better understand your Market, Company and Competitors.
Advertising Development and Concept Testing
In the same way that a person's perception of a company or product determines his or her willingness to purchase a product, a buyer's perception of a product determines his or her willingness to buy the product.
The testing is done in Focus Group environment with each listener controlling a meter that enables them to register their "feelings".
The results, displayed in a EKG-like readout can be monitored from the viewing room.
Electronic Response Metering combines the elements of a Focus Group, along with some "Real Time" dialog about what listeners like and dislike about Advertising Campaigns, Video Clips and Audio Files.
Clients are provided a DVD combining the data read out and the audio from the groups.
