SoftSounding

Name: SoftSounding

Purpose: A SoftSounding is a small-sample series of in-depth interviews typically fielded by telephone.  We often work with clients who have small customer or prospect populations or for who the opinions of a highly select group of industry experts or opinion leaders are critical to understand.

Intended Results:   A fresh perspective on industry trends, brand imagery, brand performance and competitive activity from the industry insiders (and often existing customers) who will determine the destiny of the brand.

Structure:  This is a qualitative study that explores many of the same issues as the Tracker but does not yield projectable results.  On the contrary, it provides a level of detail and insight that is not possible with more structured close-ended quantitative research.  Findings are reported in a PowerPoint deck with verbatim and interpretations leading to actionable strategies.