Customized Market Research for
Green Product/Service Offerings (continued)

Phase 3: Qualitative Focus Groups

The quantitative research is ideally followed by qualitative research. Focus groups are conducted with the target segments identified in the quantitative survey. An algorithm is derived from the quantitative segmentation analysis for use in screening and recruiting focus group participants. The discussions uncover the "why's" behind the insights gained through the quantitative research and to test a range of messages and related brand positioning for communicating green or sustainable products.

Phase 4: Recommendations and Strategy

GlobeScan synthesizes all of the research inputs and learning into a final report and provides in-person briefings for client audiences. As standard practice, we make ourselves available after the project is complete to help ensure that action is taken on the strategic findings.

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