How To Choose a Qualitative Research Market

Qualitative research, whether individual interviews,suspected. This is the point. Are we in a location
in-homes, focus groups, ethnographies and the likerut?According to the website of the Las Vegas
are conducted all over the world, as everyoneChamber of Commerce:* More than 5,000 people
knows. But how are the markets to be studiedmove to Las Vegas each month* 69.9% have lived
selected in the first place?New York, London, Paris,there more than 6 years* 10% of the residents are
Chicago, Los Angeles, San Francisco, Toronto, Bostonover the age of 65* 62% of the Households have
and Dallas are all great places to see first rateincomes in excess of $35,000Depending on the topic,
entertainment, dine out and by their size, must beLas Vegas might just be a selection for a market in
great places in which to conduct qualitative researchwhich to conduct a qualitative project involving
or so the common thinking goes.A little research intochildren, new homeowners, health issues, food,
the demographics of a market can save researchersbeverages and more.The other argument for
more than a little money, and get better research.selecting a City is the ability to get a direct airplane
Take for instance...The State with the most Dentistsflight from the client or moderator residence City. If
per capita - If you said Arkansas, you would be right.one lives in a hub city like Chicago, Minneapolis,
The City with the most new homes built in the lastAtlanta, Cincinnati, Cleveland, Pittsburgh or other hub
year - If you said Las Vegas you would be right. Thetown, direct flights are a breeze. Higher airfares to go
City with the highest incidence of coupon clippers - Ifanywhere direct, especially if there is no competition
you said Buffalo you would be right. The City withon the same leg prevail.Many times a less populated
the most new Volkswagens sold per capita - If youCity / area has more diet soft drink drinkers, cancer
said Minneapolis you would be right. But how do yousurvivors, remodeling contractors, hog farmers,
know?Let's take Las Vegas; bright lights and a Citychildren ages 8 to 12 per capita than a major city
that truly never sleeps. Most focus groups arewith direct flights. What happened to the old "If it'll
conducted there in concert with the world classplay in Des Moines, it'll play anywhere?" That is not an
convention center. It's a great idea. Go where folksendorsement for Des Moines either.Okay, so how
from all over the country or even the worlddoes one determine where to go to conduct
converge for days of meetings, walking aisles and ofqualitative research? The answer can be simple in
course dining, shows and gambling. But Las Vegas ismany cases. All one needs is a search engine
not usually considered for testing the folks that liveconnection from a computer to visit websites of
there, outside of occasional television show tests forChambers of Commerce, International Trade Offices,
new programming. In fact, in recent interviews withFederal, State and local Government offices and
several QRCA (Qualitative Research Consultantsmore. There are also companies who assist
Association, 888 - 674 - 7722) researchers, not oneresearchers determining markets such as the
had been to Las Vegas other than to conductQualitative Research Network - 800-601-0834.John
research in conjunction with a show orCashmore, President of Market Resource Associates,
convention.This is not a promotion for Las Vegas, asInc.and member of the Qualitative Reseach
the City does enough of that on its own, but let'sConsultants Association specializes in qualitative as
look back at those homeowners. Who are they?well as quantitative market research techniques. Mr.
Retirees - Right - well some yes, but not so fast.Cashmore is based in Minneapolis, MN and consults
The greater metropolitan area is building schools likewith many Fortune 500 companies in a variety of
crazy. So it may not be as you or your clientindustries.