Office Line: 415.404.6150 | Cell Phone: 610.574.6609|fnewman@newmanmarketingresearch.com

Felicia Newman, Newman Marketing Research

About Felicia Newman, Newman Marketing Research

Felicia Newman, Founder of Newman Marketing Research has been retained to provide qualitative marketing research for a large number of multinational and Fortune 500 corporations, yet is very capable of understanding and meeting the needs of small to midsize companies, too. Ms. Newman has worked in both private industry and academia. As a professionally trained moderator, she has conducted hundreds of focus groups and in-depth interviews on a wide range of topics throughout the United States. In addition to her work as a focus group moderator, she is also an instructor for qualitative and quantitative interviewer training sessions. Ms. Newman is currently a member of the marketing faculty, and is a marketing professor, at Villanova University.

November 2013

A New World for Qualitative Research

By |November 25th, 2013|

The Internet has made possible a whole new array of qualitative research options.  One of these options is the ability to now capture insights “in person” from respondents that may have been hard or impossible to reach in the past.. Read on to find out more about doing “in person” interviews in all parts of the world with NO travel cost.

As long as you have a computer, laptop or smartphone and a wifi signal you have the ability to conduct qualitative research “in person” in any part of the world. In the past, for in person interviews respondents had to travel to focus group facilities, which for some, made it impossible to be a part of a study. Now, many studies can be done over the Internet either within a group or one on one setting where respondents log onto a site and “the group” or “interview” is held […]

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Setting the Interview Scene for Success

By |November 24th, 2013|

Creating a setting that is both welcoming and comfortable for the respondent is often an overlooked key component to a successful interview or focus group

We all know how we feel more comfortable at home. And we all know that when we have guests we like to have them feel welcoming by providing food and drink.  Well, the same thing can be said about the importance of making a respondent feel welcomed in a focus group or one on one interview. Click here to read about ways to make respondents feel more comfortable especially in pharmaceutical research when you are talking to patients about life threating conditions.

I am a big fan of the “living room” setting in qualitative research and feel that it is far often under utilized. In my years of research, I have done countless interviews with patients and have seen that having them sit in a comfortable […]

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Respondents Say The Darnest Things

By |November 24th, 2013|

Kids are not the only ones that say the darnest thing, qualitative respondents do as well.

Sometimes in life you don’t always get the answers you expect and that can never be truer than in qualitative research. Click here to read some funny comments that respondents have made in focus groups and in depth interviews. The kinds of things that you won’t find in a report.

I was doing a project one time for a funeral home (yes, funeral homes do qualitative research) and they were testing a direct mail piece that offered a “2 for 1 special.” That if you bought a plot for yourself your spouse would get a second ploy for free.  I guess they figured if it worked for grocery store specials, it should work for funeral homes. Well, when I presented the idea to a group of church going elderly women, one woman vehemently objected stating, […]

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Homework and Arts & Crafts for Interview Respondents?

By |November 24th, 2013|

Homework and Arts & Crafts are not just for Elementary School days.

Having respondents do “homework” before an interview is often times an extremely useful tool for adding a deeper emotional aspect to the interview. Read on to learn how doing your homework is still just as important in qualitative research as it was in school.

I have found in my many years of moderating that having respondents prepare homework before the interview or focus group has been a powerful tool in fostering a deeper level of discussion and helps respondents to get more in touch with their feelings. There are a few keys to making the idea of homework a successful technique in qualitative research, and as in life, it is all how you say things. I never refer to it as “homework” – the word doesn’t exactly call to mind happy memories – some of us less happier than […]

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