OUR SERVICES

The Boomer Groups Process

Ray Research, Inc., offers full service customized qualitative research study design, from initial consultation to field set-up to final analysis and report.

Define: Establishing Research Objectives

Whether designing a small scale initial investigation or an extended series of iterative focus groups, accommodating client needs and budgets is top priority.
The process begins with the first comprehensive client meeting where specific research objectives are generated and clarified. At this point, every aspect of the project is carefully considered, setting the stage for maximized learning.
Only by framing the right questions in the right way will meaningful and relevant insights be uncovered and clear and actionable direction developed.

Design: Skillful Screening

• Talking to the right respondents is also imperative. With field experience in 28 states, Ray Research, Inc., employs only the best research facilities who ensure stringently screened respondents.
• Further, all screeners are developed in-house and include a proprietary battery of questions designed to recruit respondents who are articulate, thoughtful and who have "participatory" personalities.
  
  
• Such screening helps to ensure a group dynamic that is both energized and informative.

Depth of Experience: Seasoned Moderation

• Having conducted literally thousands of focus groups and in-depth interviews over the course of her career, Sharon Ray, Principal, deftly moderates to bring out the best in each respondent while keeping the group process flowing. Her ear is fine-tuned to hear not only what respondents say, but how they say it. And her eye is trained to observe crucial non-verbal cues. Sharon knows just when, where and how to probe to maximize quality learning. She employs a unique blend of homework, projective techniques, role playing and/or problem solving to engage respondents on an emotional as well as rational level. Sharon also maintains an ongoing data base/analysis of Boomer trends, bringing an additional layer of insight to the process.

Discovery : Effective Discussion Guides

• Discussion Guides are carefully designed to get answers and give direction while allowing room for exploration. And framing questions in a fresh way keeps respondents engaged in the process. Thoughtful probes and/or groups exercises work to clarify and further inform respondent feedback --- understanding the underpinnings of consumer response is essential.

Delve: Observational Research

• When seeing consumers in the environment can add a layer of understanding and insight, Sharon observes and reports on the culture of the Boomer-consumer. In-store, in-home, in-whatever-destination, she looks for Boomer behaviors that point to opportunities for marketers and advertisers. Boomer Groups also maintains alliances with cultural anthropologists/ethnographers.

De-Brief: Round Table Collaborations

• After the final group, Sharon specializes in an in-depth, round table de-brief where she highlights key learnings and discusses next steps/recommendations with the client. Clients leave this collaborative de-brief with a clear and immediate sense of project findings and direction.

Delivery of Findings: Quick Turn-Around

• Depending on the scope of the project, reports are e-mailed 2-7 business days, on average, after the completion of the focus groups. Reports range from executive summaries to comprehensive top-lines to full reports which include verbatims. Presentations are also available.

Detailed Services Include:

• Attitudinal and Behavioral Exploration
• Boomer Wants/Needs Profiles
• Concept Development
• Copy Development
• Communications Checks
• Corporate Brainstorming
• Metacognitive Exploration
• Name Development
• New Product Development/Modification
• Observational/on-site research
• Packaging Development: Graphic /Structural
• Personality Assessment: Corporate /Brand
• Positioning Development
• Web-site Evaluation/Modification
• Workplace/Executive Roundtables