Methodological Versatility

Market research provides numerous methodologies to obtain the desired information. From usual focus groups to online communities, each tool offers its own advantages, and clients and researchers must know to use the most appropriate ones depending on the needs of each project.

No doubt focus groups and in-depth interviews are still the main methodologies of qualitative research. Using them, I have been able to explore from the success possibilities of a new concept to software interface usability.

On the other hand, ethnography brings us closer to respondents' reality: it puts us in their shoes. Thanks to this methodology, I have gained insight into the circumstances of use of a mobile service or the detailed environment in which a segment of the population surf the web.

Personally, I am a strong advocate of the virtues of online research. Thereby, I have resorted to bulletin boards and online groups and interviews (chat rooms) for various projects, as well as the exploration and analysis of blogs and communities as the new communication environment of market conversation.

I believe in "methodological versatility," and I search in every tool for the differential benefits that better meet the needs of my clients.