At Penn Schoen Berland, we believe that qualitative research should include both traditional focus groups and a range of innovative approaches. Our techniques combine new technology with approaches developed during political campaigns, making them more informative and precise than traditional approaches.  We have vast experience using our ground-breaking methodologies to conduct and moderate qualitative interviews with every kind of audience, from the general public to hyper-elite stakeholders and consumers.

We have in-house capabilities for fielding qualitative in whatever is the most appropriate way for the audience and learning needs, whether tradition focus groups, one-on-one phone interviews, online focus groups, or intercept interviews.

Here are just some of our innovative qualitative techniques:

	Multi-Sensory Briefing: MSB is used to bridge the gap between high-level brand architecture and consumer-driven implementation by providing marketing teams with the appropriate tools for activation. Respondents participate in an open discussion about what the architecture means to them, and the key words, visuals and sounds they would use to convey each of the key ideas. The integration phase compiles these into the sequence that participants believe best represent the brand architecture, providing a roadmap for activation.
	Courtroom Qualitative is an advanced form of focus group which captures the perspectives of partisans of a brand or side of an issue. Partisans make their case both to the opposition and to people who don’t have a firm preference – the swings. Hearing how the partisans frame the debate and how the swings discuss issues at stake provides invaluable insight into loyalty and preference drivers, helping our clients choose the most powerful arguments to test further.
	One-on-one phone interviews using PSB’s elite Corporate Research Group. CRG is expert at communicating with hard-to-reach audiences and getting past “gate keepers” to speak with the leaders who shape debate. If you want to reach an elite group such as CMOs or CFOs, doctors or shareholders, CRG can do it. .