Category Dynamics

An innovative in-depth telephone technique pioneered by John Maben, President of TwentyTen Research, Category Dynamics often offers a superior approach to qualitative business-to-business research, providing an exploratory research solution when Focus Groups are not practical. Category Dynamics offers exceptional value in qualitative research, delivering up to one-third more hours of exploratory interviewing than traditional Focus Group Discussions for one-third less cost.

TwentyTen Research has a staff of experienced Focus Group Moderators, Category Dynamics interviewers and analysts who will help you get the most out of your Qualitative Research.

Category Dynamics, a qualitative methodology that makes use of one-on-one, in-depth telephone interviews for data collection, has numerous applications for clients. Some typical applications include:

Learning how to capture incremental sales and why sales have been lost Evaluating new business opportunities (demand positioning) Defining the issues to test in quantitative research Understanding decision making or buying processes (including barriers to acceptance and purchase "hot buttons") Determining how to improve relationships with distributors (any distribution chain-including what distributors want in pricing, products, promotions and partnerships)

Testing new products (ideas, concepts, prototypes) Developing positioning strategies Evaluating potential corporate acquisitions Monitoring/understanding consumer trends Profiling and understanding corporate image Testing advertising "creative" and media Testing communication concerns (message content/presentation)

The three primary types of Qualitative Research are:

• Traditional Focus Group Discussions
• Projective Groups
• Category Dynamics