What We Do

Primary Qualitative Research

The much-maligned focus group is not dead. It has become trendy to dispute the validity of in-person qualitative in our digital age. But a good tool in the hands of a good craftsman with a plan can accomplish great things.

Beyond focus groups, however, primary qualitative research at the heart is about attacking a human business issue by going direct to humans, listening first, and asking questions second. Employing qualitative requires skills beyond execution of recruiting and hosting. Stitch Marketing+Research utilizes every combination of in-person and virtual in-depth qualitative methodologies, with an emphasis on depth.

Examples of qualitative executions:

  • consumer/user in-depth interviewing
  • brand equity & extension research
  • positioning, differentiation, and finding the “it”
  • marketplace evaluation/product launch viability
  • communication reaction/affect/action
  • usability/expectation/satisfaction
  • product attribute mix prioritization
  • target market identification, profiling

Primary Quantitative Research

Confident decision-making often must be supported by projectable data direct from the market. Stitch Marketing+Research customizes web-based and telephone executions of quantitative research that reach beyond the anecdotal and directional.

Examples of quantitative executions:

  • segmentation
  • consumer opinion polling
  • marketplace evaluation/product launch viability
  • communication reaction/affect/action
  • usability/expectation/satisfaction
  • product attribute mix prioritization

Secondary Data Analysis

Clients needing support in wading through existing secondary data and making sense of disparate sources of market information turn to Stitch Marketing+Research for clarity. Our objective viewpoint and experience sourcing secondary data from myriad providers allows us to get at the meat of business issues, and provide direction that cuts through the clutter of information.

Data audits are also at the core of assessing market intelligence needs within an organization, and is at the heart of providing value to our clients.

Concept Testing

Taking a product, service, brand, positioning or campaign to market will result in a test of the concept on the front lines. For limiting risks, maximizing rewards, fine-tuning features and benefits, Stitch concept testing methods flatten the risk/reward roller coaster and builds confidence in our client’s development processes.

Marketability Assessment

Before concepts can be developed or positioning and branding finalized and attached to user segments, a general Marketability Assessment fills a hole in the business plan and provides the playing field on which marketing, sales and distribution plans can be built.

Strategic Marketing Plans

For organizations from start-ups to spin-offs and non-profits, Stitch Marketing+Research develops Strategic Marketing Plans based on a foundation of primary market intelligence, supported with secondary market intelligence, and incorporating all native client expertise and experience. Our position as strategists and researchers - and not providers of marketing communication services - allows us to maintain an objective and outcome-focused business approach to marketing planning.