Focus Groups & Interviews

Qualitative research offers in-depth information about your customers’ motivations, beliefs and perceptions. By incorporating the NAHB Research Center’s qualitative services into your market research plan, you can:

• Better understand your customers’ decision-making process
• Gather immediate customer reactions to new ideas, concepts, products and marketing materials
• Gauge your customers’ emotions and attitudes toward your company and your competition
• Brainstorm ideas and solutions for products and services
• Further investigate quantitative research findings

The NAHB Research Center can customize a qualitative market research plan that is specifically tailored to your company’s needs. Qualitative services include:

• Focus groups
• In-depth interviews
• Dyads & triads
• Roundtable discussions
• Brainstorming sessions

The NAHB Research Center conducts qualitative research across the United States and Canada, at professional facilities, trade shows, conferences, and other locations. The Research Center is also opening its own state-of-art market research facility in June 2007, which will include an observation gallery that will accommodate real-time observation by clients and focus group participants of products in use on the laboratory floor.

The NAHB Research Center’s professionally-trained research analysts and moderators are members of the American Marketing Association and the Market Research Association.