Qualitative and Focus Group Research

"First, people have to feel safe.  
They won't talk if they're not safe."  

Helping people feel safe enough to open up is critical in any form of public opinion research.  It's a particular challenge in qualitative research.   

Qualitative research, they say, tells you a lot about a little.  While it's not precisely representative in any statistical sense, it's a valuable tool for gaining an appreciation of texture and context.

It's also a powerful pairing to the quantitative survey research performed by Barcelo&Company:

• before a public opinion survey to identify issues for polling, and

• after a survey to delve deeper into research findings, to learn more about respondent feelings and attitudes, and to test potential arguments and messages.  

Some of our more recent qualitative research includes the following: 

• Extensive focus-group research throughout Ukraine in the former Soviet Union
   

• Palm Beach County Children's Services Council - multiple community focus groups to design a broad-based parenting awareness campaign  
  

• The Kansas Children's Campaign - design of a multi-facilitator statewide listening campaign aimed at assessing and developing stakeholder consensus regarding public policy as it relates to children's issues
  

• The Florida Children's Campaign - multiple focus groups and planning sessions for this signature state-wide entity
  

• daniel (formerly Daniel Memorial Inc.) - multiple focus groups designed to re-tool the branding strategy of a well-known children's services organization
  

• Florida Council on Community Mental Health - targeted interviews conducted for this statewide association of Community Mental Health Organizations.
  

• Jacksonville Children's Commission - multiple focus groups and planning sessions designed to refine internal and external communications efforts.
  

• Jacksonville International Airport - frequent user study of airport amenities and services.  
  

• Jacksonville Chamber of Commerce - various membership focus groups performed to assist in the strategic realignment of the Jacksonville Chamber.
  

• City of Bradenton Traffic Alignment Study - designed and conducted multiple focus groups with respondents drawn from among alignment-impact neighborhoods.  Research design gauged public reaction to various corridor realignment conceptual designs.