The combination of a dynamic full-service qualitative team and Russell’s 60+ years of custom Quantitative expertise creates an approach to Qualitative which encourages innovation and creativity, while always adhering to sound research rationale.

We deliver actionable knowledge you can use to make the strategic decisions that drive your business. 

Russell’s approach to Qualitative Research involves these critical elements: 

Fresh Perspectives & Creative Approach
We provide you with a range of research designs and methodologies, but always with the goal of providing a base of knowledge and support for decision-makers

Fieldwork Expertise
We have a dedicated field services department. This ensures that no matter how difficult the target or unique the logistics of your project, we have the resources and experience to deliver.

Advanced Techniques
We have borrowed and developed our own specialized techniques that give respondents the tools to access their basic motivations and deep seated beliefs surrounding your products and services.

Actionable Analysis
Russell brings extensive analytical experience to bear in interpreting results, and is always mindful that the purpose of any Qualitative Research effort is to help you understand your audiences’ motivations and beliefs, leverage results, and develop a strategy with confidence.

Sample of qualitative methodologies:

Moderators:

Eric Hunter

• An experienced moderator, Eric has been in strategic planning and research since 1988. He has worked as a strategic planner in agencies such as Ogilvy & Mather, McCann Erickson, Deutsch, and his last agency position as VP, Senior Account Planner at FCB, where he ran the global strategic planning on the Samsung Electronics account.
• Eric was also one of the founding Partners of a brand consulting practice, where he launched and operated the freelance account planning side of the business, conducting over 150 qualitative projects a year during that time.
• He has conducted qualitative research on some of the world’s most powerful brands such as Nestle, Johnson & Johnson, and Sony; along with some of the most interesting such as Snapple, Terry’s Chocolate, and 8 O'clock Coffee.  He has had extensive experience in the financial category including work with HSBC, Chase, American Century, and BofA to name a few.
• Eric is fluent across the entire range of quantitative & qualitative research, specializing in qualitative methodologies such as ethnographic tours & inventories, peer group exploratories, thought leader projective sessions, and of course focus groups.

Dana Cogar

• Dana Cogar is a strategic marketing leader with 15 years of experience creating and managing consumer research programs, crafting go-to-market strategies and helping to build brands and brand recognition.  She has headed up the research departments for varied businesses in a wide array of industries, including telecommunications, energy, health and wellness and technology/online. 
• Dana’s specialty is creating programs that build off of an in-depth understanding of customers and the market place and which lead to effective business enhancements, optimization of new product development and the marketing mix, growth of existing products/services and increase in traffic and repeat visitors to the web sites.
• She played an integral part in helping Revolution Health to become one of the most trafficked health destinations on the web.  She was also instrumental in helping Intelsat, a global satellite communications company, re-shape their global footprint by redefining their customer segmentation, identifying innovative customer relationship strategies and working on global marketing and communication efforts.
• Dana holds a Bachelor Degree in English from West Virginia University and a certificate in moderating from Riva Training Institute as well as completing various, advanced coursework in Market Research and Marketing at the University of Maryland.