Qualitative Expertise

We believe that the best answers are found through a combination of qualitative and quantitative exploration.

Our dedicated qualitative practice, led by Anne Hooper, is focused on helping you understand the motivations and emotions that drive purchase decisions.

Anne leads and supports qualitative research across our practices and brings a wide array of B2C (parents, seniors, wealthy/affluent, children, tweens and teens) and B2B (C-level executives, physicians, educators, accountants and brokers) expertise to the CMB team.

Read our latest blog posts about Qualitative Research

Tools and Techniques

Under Anne’s leadership, we utilize a wide array of qualitative tools and techniques depending on the audience and topic.   From focus groups, bulletin boards and in-depth interviews to online video interviews and chats to internal and external ideation sessions – ensuring you get the answers you need in the most appropriate way.

Clear Reporting

Most qualitative researchers do a good job planning and leading discussions. That is only half of the battle. We take report writing very seriously to provide findings that can be used to guide decisions at all levels of your organization.

We provide topline executive summaries and full reports in business language that end users will understand, with clear action steps and recommendations that make the research more than just interesting, it is also useful.

Read 5 questions with Anne Hooper.