Qualitative Testing - P&K Research

P&K Research is a leader in qualitative testing for the food and beverage, personal care, home care and alcohol and tobacco industries

With decades of experience in the field, we’ve established a reputation for delivering reliable, actionable results that help our clients make informed decisions about their products.

P&K offers a range of qualitative approaches, including traditional in-person focus groups, one-on-one interviews, in-home ethnographies, kitchen preparation/observation sessions, and shop-a-longs. Online opportunities are also available through discussion boards, small group sessions and other platforms. For your research, you can avail yourself of one of our in-house moderators skilled across a variety of methodologies or choose an external moderator you love. Either way, we have the expertise to design and execute your qualitative research project.

Qualitative research approaches are customized to the objective and vary widely across our clients, ranging from focused product development investigations to broad early-stage category explorations. You might want to learn:

How do your consumers shop the aisle in the supermarket where your product is placed?
How do consumers react to an early product prototypes and what improvements or enhancements do they desire?
How do consumers view a potential new product in the context of current competitive offerings?
Based on observing how consumers use products in your category, are there unmet consumer needs that an innovation in product or package design could address?

As We Help Our Clients On Their Testing Journey, We Consider The Following Key Components

Clear research objectives

Does the study have clearly defined research objectives? What decisions or next steps is the research intended to support?

Consumer target

Who are the appropriate research participants and by what criteria should they be selected?

Study methodology

The research objectives will largely drive the choice of methodology. Other factors impinge on the final selection, including project timelines, nature of the opportunity investigated, and budget. We work with you in balancing these considerations and arriving at the most appropriate approach.

Skilled research team

To get the most out of your qualitative project requires active listening and keen observational skills. We assemble a research team, including the project lead or moderator, that is tightly aligned with your learning objectives and your product category, leveraging our deep expertise earned over past research successes. In this way we ensure that we are able to identify the attitudes and behaviors that can propel your innovation and product development.

Actionable recommendations:

Qualitative research results are best summarized in a story telling format, with ample multimedia clips to underscore the key insights. This effectively conveys the voice of the consumer and points the direction for further product development.

People and Experience Matter

Our research team is skilled in designing and conducting research studies that are tailored to the specific needs of our clients and their products. As an innovator and originator of many of the foundational research principles used across the industry, P&K Research ensures we have a team with deep capabilities specific to the industries we serve.

Track Record Also Matters

Every year we conduct hundreds of studies for food and beverage, personal and home care and alcohol and tobacco clients. We consistently deliver research results that help our clients make informed, smart decisions about new or improved products. Our clients rely on our research findings to inform product development, marketing strategies, and large-scale business decisions.