"Assortment Styler is the only research tool that could provide us with a systematic and quantified overview of the trends within home design, with the detail necessary to provide insights beyond color and general style. It has been an invaluable tool for better streamlining our resources in product development to ensure the best possible fit into overall home décor trend direction.”
In-depth interviews are another qualitative research tool. They are one-on-one discussions with individual consumers, customers, or employees that offer several advantages over focus groups:
- No group dynamic effects.
- Time to pursue the thoughts of an individual(s) to deeper levels, especially with sensitive topics.
- Can be done in-home which brings the additional advantage of bringing context to the interview.
- In-depths can be done in waves in which stimuli are progressively altered based on consumer response.
- In-depth projects can evolve into quantitative studies, either through expansion of the number of interviews, or by expanding into waves of follow-up interviews.