Qualitative Research
Qualitative research is a search for deeper meaning, underlying reasons, hidden motives, and “unknown unknowns.” It seeks to understand and explain the web of logic and assumptions that underlie human perceptions, emotions, and behaviors.
Qualitative investigations entail exploring, observing, asking questions, probing, actively listening, and thinking very deeply about what it all means, symbolizes, and signifies.
Meet Our Moderators
The key to great qualitative research is to utilize talented, experienced, insightful moderators. Here is our Team:
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Clay Dethloff
(Dallas, TX)
As the head of qualitative research at Decision Analyst, Clay is responsible for identifying new, innovative qualitative research platforms and tools, recruiting and training the very best moderators, and maintaining Decision Analyst’s network of strategic qualitative partners.
Industry Focus: CPG, Consumer Services, Restaurants, B2B, Durable Goods
Techniques: Digital Qualitative, In-Person Qualitative, Innovation, Ethnography
Audience: Branding, Positioning, Innovation, NPD, Strategy Development
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Roger Wallace (Dallas, TX)
Industry Focus: Home Improvement, Healthcare, Technology, Automotive, Telecommunications
Techniques: Focus Groups, IDIs (In-person and Digital), Ethnography
Audience: Consumers, B2B Executives, Tradespeople
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Gretchen Riskind
(Chicago, IL)
Industry Focus: CPG, Food & Beverage, Technology, Consumer Products
Techniques: Focus Groups and IDIs (In-Person and Digital), Shop-along depths, Ethnography, Ideation
Audience: Children, Teenagers, Families, B2B Executives
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Marie Adams
(Dallas, TX)
Industry Focus: CPG, Food & Beverage, OTC Medications, Apparel
Techniques: Digital Qualitative, Innovation, Project Management, Time-Extended Qualitative
Experience: U.S. Consumers, B2B Executives, Imaginators®
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Bonnie Janzen
(Dallas, TX)
Industry Focus: CPG, Retail, Automotive
Techniques: Focus Groups, IDIs, Ethnographies
Experience: New Product Development, Product Line Extensions, Customer Experience
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Felicia Rogers
(Dallas, TX)
Industry Focus: CPG, Food & Beverages, HVAC, B2B Industries
Techniques: Focus Groups, IDIs (In-Person)
Experience: B2B, HVAC, Consumers In North America
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Sara Sutton
(Dallas, TX)
Industry Focus: Medical, Pharmaceutical, and Healthcare Industries
Techniques: Focus Groups, IDIs (In-Person)
Experience: Medical Professionals, Providers, Patients/Consumers, Caregivers
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Tom Allen
(Dallas, TX)
Industry Focus: Financial Services, Home Improvement, Restaurant, Retail Industries
Techniques: IDIs, Online Qualitative
Experience: BConsumers, Contractors, B2B
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Cheryl R. Halpern
(Dallas, TX)
Industry Focus: CPG, HBA, Direct Sales, Retail, Higher Education, Non-profit, Sports, Entertainment
Techniques: Full Range of Online and In-person Qualitative Methodologies
Experience: Consumers, Non-profit Donors
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Gwenaëlle de Kerret, Ph.D.
(Paris, France)
Industry Focus: FMCG, Services, Luxury Brands, Public Organizations
Techniques: Semiotics, Ethnography, Focus Groups, IDIs (In-person and Digital)
Experience: Branding, Innovation, Design Projects
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Klaudia Marino
(Austin, TX)
Industry Focus: Retail, Services, Healthcare, Public Safety Behavior Change
Techniques: Qualitative Research
Experience: Product Development, Concept Evaluation
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Linda A. Anderson
(Phoenix, Arizona)
Industry Focus: Fintech, Healthcare, Technology, Consumer Electronics, Business Services
Techniques: Qualitative Research, Focus Groups, In-Depth Interviews
Experience: Concept Development
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Marta Villanueva
(Dallas, TX)
Industry Focus: CPG, Retail, Food/Beverage, Advertising, QSR, Hispanic Market Research
Techniques: Shop-alongs, IDIs, Bulletin Boards
Experience: Advertising, Cultural Strategy, Brand Evaluation
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Rachel Romano
(Florida)
Industry Focus: Pharma, CPG, Entertainment and Media, Healthcare
Techniques: Focus groups, IDIs, Online Bulletin Boards, Ethnography
Experience: Branding, Consumer Journey, New Product Development
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Ricky Xie
(China)
Industry Focus: FMCG, Home Appliance, Luxury Goods and Services, Hotels, IT, Healthcare
Techniques: Bulletin Boards, Webcams, Large-Scale Qualitative
Experience: Usage & Attitude Research, Brand Positioning
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Decision Analyst's Qualitative Research Services
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• Ethnography (In-person and Online)
• Projective Techniques
• Semiotics
• Online Chat Groups
• Shop-along Depth Interviews
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Contact Us
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604 Avenue H East
Arlington, Texas 76011
United States
817-640-6166
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