CASE STUDIES:
QUALITATIVE RESEARCH
We are true experts at the art of qualitative research -- WolfWorks' founder Steve has conducted 1,250+ individual interviews and over 300 focus groups! We not only are adept at turning clients' knowledge needs into discussion guides that "flow" intuitively and allow for ample talk time, but can also sense when to introduce creative techniques (such as projection, collage, word association, 'superpower') that help elicit useful feedback or ideas from otherwise reticent audiences.
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We have led discussions among senior decision-makers (C-suite executives, neurologists, school district superintendents, high-net-worth investors) and niche audiences (HIV-positive men, kindergarten teachers, teenagers). Below are just a few samples.
A fast-growing business compliance software provider needed to understand its target buyer needs and their decision process factors, in order to maximize the opportunity to grow as it re-brands and launches its new solution suite.
We conducted target customer interviews and focus groups on compliance activities and requirements, buying process dynamics, reactions to the client's solution suite concept, and pricing expectations.
Armed with these findings, the company was able to refine its messaging strategy, marketing communications and sales strategy.
A top financial provider’s social responsibility group wished to explore and test a ground-breaking media campaign focused on families’ and society’s inability to address money concerns - strife which, if solved for, can truly benefit not only its network of financial advisors but also their clients.
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We designed and moderated 9 Investor and Advisor focus groups, many which purposefully cut across a variety of generational and income cohorts. These were paired with findings from Investor and Advisor online community discussions and mini-surveys.
Learnings informed the goals and content of the client's planned Corporate Social Responsibility initiative.
Recognizing that its win rate among qualified leads was suffering, an internet security provider needed to understand the root causes why prospective customers deciding not to opt for its core product were turning the offer down, as well as inherent strengths which drive closed sales.
We conducted “Win-loss” interviews with a cross-section of recently won and recently lost accounts, spanning perceptions of product, price, and the customer experience across marketing and sales touchpoints,'
Our client used findings to re-assess its marketing and sales processes, and recalibrate its pricing model.
A leading provider of home health infusion and nutrition services recognized that it was trailing its competitors on the patient experience it imparts, and embarked on an initiative to improve its customer engagement.
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We facilitated 40 one-on-one interviews with patients of various socioeconomic levels and health ailments.
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Findings, featured at a follow-on CX improvement workshop (along with our review of its current CX practices and metrics) helped the client launch an improved and more digital-forward customer experience.
