Using an approach we call Decision Dynamics, Yarnell offers a range of qualitative marketing research methods, including focus groups and depth interviews. We provide clients with a deeper understanding of respondents’ decisionmaking processes and the contexts in which they occur. Our research provides not just an understanding of which new product concept might be preferred or which positioning might be the most motivating – but why, how and when.
With Decision Dynamics, we encourage and pursue the critical “it depends” caveats respondents so often volunteer. We also understand the influence of institutional context, whether it’s a respondent’s family or a large enterprise employer.
While our clients face technology-related decisions in bringing products and services to market, their customers care only about technology’s benefits. We work hard to ensure that our research reflects customer perspectives and language, thus enabling our clients to make better decisions.