Market Research Approach

So, what do we do?

We begin with a simple question – why do we need research?

We will help find the underlying need and fully invest in understanding your business needs, questions, and strategies so our market research can enable the best decision making. From ideation, our team of professionals will design the study, collect the data, analyze the results, and uncover the insights to move research from the “what” to “so what?” and then actionable “now what” recommendations.


We consider our clients to be partners. SMARI aims to feel more like an extension of your team rather than a vendor. We are a full-service market research company that partners with their clients from start to finish.

We will provide actionable insights by embedding ourselves in our client’s reality. As a team, we will do whatever it takes to deliver what we promise on time and at budget.


Our goal is to deliver our clients information they can use to make critical decisions. Our research provides the confidence in outcome that will help guide change and put corporations on the pathway to profitability.

SMARI goes further to provide insights that are thorough, scientifically accurate, and delivered in the most useful way for our clients. This goes beyond the simple WebEx presentation and can take the form of infographics, small-group presentations with various departments, town hall discussions, visual analytics, and “research workshops” in which all the decision makers and researchers collaborate and brainstorm to use the research to make real-time decisions.


Qualitative Research Methodologies

Qualitative research allows an in-depth view of the consumer’s thoughts, emotions, and opinions, extending beyond just the data.

Technology has provided advanced methods depending on the situation and desired outcome. Let us help you find which tool is best for your situation.

At SMARI, we are constantly in search of new methodologies to witness the consumer’s emotion and thus, understand their behaviors. We work with our clients to ensure proper representation in the research discussions. We will design a moderator’s outline to include tools and techniques from the qualitative toolbox. Our moderators are professionally trained and experienced in the art of qualitative research.

Qualitative Approaches at SMARI

In-Person Focus Groups

8-10 respondents meet around a table to discuss a given topic led by a trained moderator. Ideal for collaboration, idea generating, new product development or where unique experiences come together to build upon each other.

Online Focus Groups

12-15 qualified respondents participate in an online forum discussion led by a trained moderator. Ideal when reaching a large geography (no travel), sensitive topics, or quick results.

In-Home Observation

Professional moderator goes to the respondent’s home to observe them using a certain product in a true setting. Great when looking to refine or develop a new product.

Mobile Diaries

Allows respondents to record feelings, thoughts, videos, and pictures in real time. Great for understanding a shopping experience, service, or usage experience.

Bulletin Boards

Ongoing dialogue using mobile engagement. Allows respondents to come to the bulletin board in their own time to record thoughts, feelings, and/or experience, and even react to others’ comments in real time. Great for understanding a journey – how consumers use, buy, & respond over time.


6-8 respondents meet around the table to review a wireframe, beta, or existing website. The technology can record the respondent’s movement as they are given certain tasks to perform as a way to understand where to make improvements.

IDIs (In-Depth Interiews)

One-on-one discussion between a respondent and a trained moderator. The discussion is typically framed like an in-person focus group, but the one-on-one approach allows for more depth of perspective. Also a common approach when dealing with professionals (such as physicians) or sensitive topics.

Quantitative Research Methodologies

Quantitative research offers the data and numerically derived insights to make decisions with confidence.

SMARI ensures the data is representative of the target allowing for sound judgment. Our team designs an analytical plan to uncover the needle in the haystack, whether for a large mass of consumers or a specific target.

SMARI strives to stay ahead of emerging trends in technology, tracking customer activity, conducting analyses on representative samples, and leveraging Big Data to make it understandable and actionable for our clients.

Quantitative Methods at SMARI

Web-Based Surveys

Ideal for reaching a large geography, monitoring quotas, and offers the most cost efficient data collection. Respondents are sent an email with an embedded hyperlink asking them to participate in the survey. Surveys are optimized for desktop, tablet, and mobile devices. Advances in survey programming allow for dynamic, interactive surveys to enhance respondent engagement.

Phone Interviews

Ideal for reaching an older demographic, a tough audience, or a narrow geography where emails are scarce and costly to obtain. Our in-house call center interviewers are professionally trained to guide a respondent through surveys optimized for a phone interview.

Mobile Surveys

Surveys use adaptive and responsive mobile technology to be ideal for quick smartphone completion. Mobile surveys can also be optimized for in-the-moment insights straight from the consumer.

Mail Surveys

Mail surveys can be a good way to reach certain audiences. Success also depends on corporate structure and product category. The surveys are designed, printed, and dispersed through SMARI, and can be used to reach consumers without contact information limited to an address.


Can be the ideal method to bring customers in for observational research. This method allows the moderator to pick and manage demographics in real time. This approach can also leverage space in a mall to observe customers using a product and providing feedback.

Big Data Analytics

A customer database can be analyzed to predict future behavior given actual customer data records. Nonetheless, further methods are needed to understand the “why” behind this behavior. Predictive analytics can also uncover customers likely to be lost, product purchases and future behaviors.