Ethnographic Resources Researcher's Guide to Using Mobile Qualitative

In-Store Interviews Case Study

A national department store chain was seeking to understand why its private label brand of clothing wasn’t selling well to teen boys. In order to achieve the client’s objectives, Doyle Research recommended conducting several ShopTalk® sessions in-store.

Mini-groups of teens were recruited to meet in the store’s conference room for a preliminary discussion of fashion preferences, shopping/purchase behaviors and brand/store preferences. Each group was then taken to the young men’s department for a “walk through” where they were asked to browse the department making notes about their reactions to brand selection, displays, layout, overall appearance and “feel” of the department. In order to eliminate bias, the store’s private label brand was never singled out as the focus of the research. Respondents were then convened for in-aisle focus groups to discuss their observations.

Results of the research led to a total revamping of the department’s private label shop—including aisle width, signage, product displays and merchandise offerings.

“I have used Doyle Research on numerous occasions, and have found the team to be knowledgeable, creative in recommending solutions for qualitative that works, able to turn on a dime when we needed it. We’ve had solid results and some highly insightful analysis that opened business partner eyes to some things they didn’t know but needed to.”

Consumer Insights | DeVry University

Qualitative Online Research