Using Veteran Reporter Subject Experts, We Conduct In-Depth Interviews With Key Executives. Focus Is Depth Of Data, Not Quantity Of Interviews

By definition, research is the process of learning that which is unknown. Traditional research services focus on large numbers of responses—requiring massive numbers of names to be called—but little new information or ideas are gleaned from each call. In other words, it's quantity versus quality.

The approach used by The Content Firm's Intense Research™ is the opposite. Using veteran journalists who specialize in the particular topic, we conduct in-depth interviews (often averaging an hour or more each) with the target interviewees.

Problems With Typical Research

• Shallow Answers
  Telemarketing surveys often deliver little information beyond what's asked. While this approach is good for statistical confirmations, it's terrible if the objective is to truly learn what is on the minds of prospects.
• Low Responses
  Mass-market research requires a huge universe of prospects to call, given the small number willing to answer telemarketing survey questions.

A sharp contrast to the telemarketing feel, the journalists are often known by name to the interviewees (who frequently read the publications for which the journalists write) and the interview tends to feel more like an open-ended discussion than a survey.

We never use scripts, opting instead to simply have a list of issues to ask about. It's quite common for some of the interviews to veer off in whatever direction the interviewee chooses, allowing us to report back the true thoughts and concerns of the interviewees. We believe this gives our clients a much more realistic sense of the landscape.

The Content Firm's Intense Research™ reports include verbatim quotes from each interview, along with trend data, analysis of the collective responses and recommendations for how our clients might use this information.