Trusted by brands across the Caribbean
Focus groups, in-depth interviews and ethnography run across the Caribbean by local researchers. English, Spanish, Creole and Patois as the respondent requires.
Qualitative research is the right spend when the number you need is not a number. It is an explanation, a mental model, a language pattern or the texture of how a product gets used on a weekday evening in a real Caribbean household.
We run focus groups, in-depth interviews, ethnographic home and shop visits and online qualitative communities across the region. Moderation is done by local researchers who live in the market. That shows up in the candor we get from respondents and in the specificity of the language that makes it into the report.
Every engagement starts with a synthesis brief. The question we are trying to answer is written down before fieldwork begins so the report ends on an answer and not on themes.
Before concept writing and before any quant screen, a round of exploratory qual surfaces the unmet needs, frustrations and desired benefits a concept should address.
When rejection rates are higher than the plan predicted, qual unpacks the why. Price, trust, category association, prior experience or the pack itself.
What the brand means to buyers is rarely what the brand book says. Qual surfaces the lived meaning so positioning is built on ground that respondents already stand on.
Some categories cannot be understood on a Zoom call. Shop-alongs, home visits and kitchen observation show you what people actually do with the product, not what they remember doing.
We write down what the report must answer before the guide gets drafted. That keeps the guide focused and the synthesis pointed at a decision.
Recruitment is where studies go wrong. We build screeners with category usage quotas, attitudinal filters and articulation checks. Then we recruit to them.
Trinidad, Jamaica, Guyana, Suriname, Barbados and the OECS each have their own rhythm of speech. Moderators live where they moderate.
Viewing room, live stream or same-day debrief. Clients see the work as it happens, not only through the finished deck.
Reports lead with the answer and then show the evidence. Not a list of themes. Verbatim quotes anchor every claim and every recommendation points at a decision.
Four outputs at close. Written for people who need to convince a steering committee, a founder or an agency partner.
Most category exploration jobs land at six to eight groups in a single territory once you cover two user cohorts and two age or income splits. Concept-test qual usually runs four to six groups per concept round. Multi-territory briefs start at three groups per market.
If the brief is genuinely exploratory we often run IDIs instead of groups because they surface individual decision paths that groups mute.
In-person still wins for emotional categories, stimulus-heavy work and anywhere body language or pack handling matters. Online fits reach across the OECS and works well for time-poor segments like professionals and parents. Hybrid is common where the brief spans both.
For some groups yes. Rural and older respondents across Trinidad, Jamaica and Guyana open up more in dialect than in standard English. Urban professional groups run in English without issue. We brief moderators per group so the call gets made in advance and every guide is available in both.
Five weeks from brief to debrief is the normal minimum for a six-group study including recruitment, fieldwork and synthesis. Fast-track runs at four weeks when recruitment and analysis overlap. Rush briefs (under four weeks) are possible for focused single-market work when the screener is tight.
Yes. Our viewing rooms accommodate client observation in person. For remote clients we stream groups live with a back-channel chat so the moderator can be fed questions mid-group. Debriefs happen same day for urgent decisions.