Generating Awareness for a New Service

Issue

Quantitative research provider wanted to generate awareness for its new Qualitative (Focus Groups) research facility located 45 miles from Chicago

Chicago area has many high-quality Qualitative research facilities which are more conveniently located
Unclear if there were competitive advantages to being able to provide both Quantitative and Qualitative capabilities to clients under one roof

Assessment		Actions		Solutions
Interviewed internal team to understand their experiences and the challenges they had been encountering Reviewed current promotional materials and marketing tactics Conducted limited competitive assessment Conducted individual interviews with focus group moderators to identify needs of moderator community		Held focus groups with moderators as the participants at client's facility Sessions included tour of facility Developed Discussion Guide Participated in sessions Identified pool of moderators in Chicago area from which to source focus group participants Leveraged search for moderators to generate buzz for facility		Identified facility's key points of differentiation and specialization which would make it worth people's while to travel to client's facility for Qualitative research Generated buzz among moderator community for client Identified ways to enhance Qualitative product by leveraging Quantitative expertise