our toolbox

Pinnacle Research Group has taken traditional research tools and improved on them. All of our methodologies provide a depth of insight that can only be achieved with psychologically-oriented research and psychologically-trained researchers. In order to provide our clients with a rich, dynamic understanding of your marketplace, we custom design your study with the best blend of the methodological tools available.

We can't predict where learning will come from. Hybrid studies and blending methodologies or audiences allows for even greater opportunity for insight.

depth interviews

Our core methodology is the in-depth interview in all its permutations: the dyad, triad, friend interviews, mother/child, couples, families, etc.

Our interviews provide a thorough understanding of attitudes, awareness and behavior. Our depth interviews are truly more like psychoanalysis in action where respondents gain insight into their own behavior as we go through the interview. Starting broadly and continually working toward the specific, we accompany your target audience down the path toward deeper feelings and emotions than are ever achieved with traditional research.

focus groups

We provide genuine focus group sessions with interaction among the participants and not sterile questioning of one participant at a time while others sit passively and watch. Whether we are sitting in the same physical space or sharing screen time in an on-line discussion or bulletin board, our approach delivers unique understanding. Always thinking how to innovate, we have combined unique audiences in our focus groups such as patients and physicians, parents and teens or pharmacists and physicians to maximize the deep insights to be gained.

ethnographic research

Ethnographic research is cultural anthropology applied to the world of market research. We are able to observe subjects in their natural habitat (aka, the home or workplace) and the familiar setting enhances our in-depth discussions. This approach allows us to more fully understand and explore how respondents feel, perceive, experience and if necessary, interact with others regarding the topic.

We have been conducting ethnographic research for over twenty years. In our arsenal, it has always been more than just a trendy methodological tool. Our reason for conducting interviews in the respondents’ setting is simple: the unconscious is more accessible when respondents are comfortable.

Furthermore, ethnography adds depth to the learnings when we are able to explore the emotional connection with their environment. This is particularly important when exploring issues such as the home decorator’s connection with the home, the family cook’s relationship with the kitchen or the do-it-yourselfer’s relationship with their workshop and their power tools.

As the client, you have the rare opportunity to truly get a glimpse at the inner workings of the world of your target audience.

projective techniques

We frequently supplement the learnings from our qualitative probing with projective techniques. These techniques never replace solid, intuitive probing. Instead, they enhance the clarity and vibrancy of the findings. These techniques may be assignments that respondents prepare ahead of time such as diaries or collages. They could also take the form of exercises that we conduct during the course of the interview, such as mood boards or psychological drawings to tap into the unconscious mind.

But why use alternative techniques? They aren’t used to put on a show for the back room but rather:

  • When memories and language are not readily accessible
  • Emotions & images are right-brained responses. Straight questions give you rational answers.
  • A significant portion of decision-making is unconscious. Projectives allow respondents to articulate things they couldn't or wouldn't otherwise.
  • To circumvent the "well-meaning" respondent
  • To provide rich, juicy details which becomes a springboard for great for advertising

Projective Techniques are always selected in conjunction with you and designed specifically for the objectives of your project.