Hardwick Research - Qualitative and Quantitative Services Offered

Hardwick Research is a full service marketing research firm. Clients come to us for our expertise in research design, management and analysis.The majority of our clients ask us to manage their entire research project from start to finish. Others rely on our consulting support services, requesting we assist them with part of their research project.

Quantitative market research is used to determine and predict attitudes, opinions and behaviors of a particular group based on scientific sampling. Essentially, it allows for totaling the groups' responses to arrive at statistically projectable data. Telephone surveys, mail surveys, online surveys and sometimes in-person interviews fall into this category.

Qualitative market research provides for in-depth exploration into people's feelings and beliefs. It is a process used to look specifically at the nature or structure of attitudes and motivations rather than the frequency. Essentially, qualitative research is used to determine why people feel the way they do about certain issues and how those feelings influence their behavior. Focus groups, in-depth interviews and usability testing fall into this category.

Many of the projects we have conducted incorporate multiple topics of investigation such as:

Advertising awareness/effectiveness	Concept/product development/evaluation
Competitive positioning research	Benchmark/tracking research
Consumer behavior	Customer needs identification
Customer satisfaction	Ideation/brainstorming
Image/identity research	Package design
Process evaluation	Product/service evaluation
Public opinion/community attitude	Segmentation analysis

For some examples of actual research projects conducted by Hardwick Research, please see Clients/Case Studies.