Qualitative

Business success often hinges on maintaining a competitive advantage through market feedback. Surveying your customers and prospects is an invaluable tool for gaining insights into their true wants and needs. But there are countless hurdles with the potential...

There is a great deal of empirical research demonstrating that customer satisfaction has a positive effect on customer loyalty and customer retention. At Ironwood Insights Group, we use several unique statistical tools to help our clients more clearly...

Segmentation is the process of dividing a target market into smaller groups who share similar characteristics—demographics, lifestyles, behaviors, needs—so that a company can target the audiences that maximize the fit and opportunity for the company’s...

Some may think of in-person focus groups as a thing of the past; online anything is always better… right? Not necessarily. Turns out old dogs can still do the trick in a variety of qualitative scenarios. When group discussion is necessary, the differences...