Exploratory research is conducted on consumer needs, preferences and attitudes to provide insight for developing advertising strategy and to identify market segments where different types of marketing efforts will be most effective.  Focus groups and a variety of qualitative research procedures are used.  Again, BRC's extensive database on what has worked, and what hasn't, when advertising has actually run is utilized in determining what to look for in exploratory research.  

BRC's success conducting qualitative research faster and less expensively  online instead of in focus groups was featured in a presentation by Kaiser's Jack Bookbinder and Don Bruzzone to the Advertising Research Foundation in October 2002.  It showed storyboards could be evaluated online instead of in focus groups, the traditional approach for this type of qualitative research.  The case history showed when this type of online research is set up correctly, verbatim responses and reactions in depth can be obtained faster, with greater accuracy and in great enough number to avoid concerns about the small number of respondents typically involved in focus group research.   For more on this talk see Item 2 in BRC's "Top 10 Insights" from this conference by clicking here.     

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