Integrated or A-La-Carte...Precision at Every Step.
Ironwood’s end-to-end qualitative services can be adapted—holistically or a-la-carte—to fit the specific requirements of your project, no matter the scope. Because our services are in-house, we maintain full control over quality, timelines, and outcomes—giving you a consistent, seamless experience and results you can trust.
A Growing Qualitative Tradition
In 2024, Ironwood expanded its already extensive menu of qualitative services with the acquisition of The Research Group and Observation Baltimore. And this year, we’ve continued building our qualitative momentum with the just completed renovation of our downtown Baltimore facility (June, 2025) (link to pics).
This acquisition, and others like it, fuel Ironwood’s continuous focus on strategic growth initiatives.
“This acquisition is a game changer for Ironwood. It allows us to meet the growing demand for qualitative insights with unmatched depth, agility and precision.”
Brad Larson
Founder & CEO, Ironwood Insights Group
Elevating the Standard for Qualitative Research
Our top-quality field locations and technology-led recruiting practices provide the foundation for Ironwood’s award-winning qualitative researchers to focus on asking the right questions, in the right way to uncover true respondent attitudes, motivations and behaviors... the right context needed to inform critical business decisions.
- Business Issue Experience: Our qualitative researchers bring deep experience across the full marketing spectrum; from brand to product, and from customer to employee. Whether it’s shaping strategy, optimizing experiences, or driving innovation, we help businesses solve complex business challenges across the entire marketing mix.
- Audience Expertise: We integrate methodological rigor, interviewing expertise, leading-edge technology and rigorous
