Granite State Marketing Research


Click below to view descriptions for each of the Field Services offered by GSMR.


A focus group study is a group discussion, usually conducted with 10 respondents previously recruited according to the client's guidelines. The moderator will guide the discussion by asking questions which are designed to provide the client with the specific information being sought. Customarily, respondents are given a cash incentive at the conclusion of the discussion. Research which is customarily done using this method includes advertising/concept testing, new product research, political studies, policy studies, insurance/financial studies, tourism studies, community and economic development studies, customer satisfaction studies, feasibility studies, health and social issues studies, etc. Focus group studies can be conducted at our facility in Londonderry or can be arranged off-site in adjoining conference rooms with closed circuit monitoring capabilities. GSMR staff can recruit respondents to attend the focus group discussion according to client specifications, using either random, database or client lists. If necessary, GSMR can provide you with a moderator, a note-taker, videographer, etc.
Intercept studies are conducted in all types of stores, shopping areas, malls, eating establishments, airports and events such as fairs, sporting events, and concerts. Almost all types of marketing research can be done in this manner. The most common are name-gathering, advertising and packaging concept studies, product testing, product placements, and customer satisfaction studies. During an intercept study, interviewers are assigned to a location for a given number of hours. They approach customers according to the study specifications and usually offer a stipend or gift to thank respondents for their cooperation.
The legal research study allows the client to gain insight on the possible reactions and decisions of a potential jury. By creating a simulation of the trial, the client can gain the perspective of jury eligible citizens about different legal strategies before the start of the trial. Granite State Marketing Research provides full support in legal and jury research studies. GSMR can recruit participates according to client specifications for mock trials and other courtroom simulations. For their participation, respondents receive a cash incentive at the conclusion of the mock trial.
Many types of research studies are done by pre-recruiting to a central location. The central location can either be our facility in Londonderry or we can make arrangements elsewhere as needed. The recruiting interviewers call respondents according to client specifications to satisfy the scheduling and quota requirements. In-depth studies of all kinds are often done using this method, including health and social issue studies, advertising and concept testing, customer satisfaction studies, feasibility studies, and some types of customized services. Music listening groups are also conducted at a central location. There are several ways such studies can be conducted. The client can provide interviewers or use one of GSMR's in-depth interviewers. In either case, a client viewing room with a large one-way mirror is available at our facility so that your clients can observe the interviewing process. Audio and videotapes can also be made either at our facility or an off-site location.
In-depth interviewing can be done either by telephone or in person, and typically last for 25-60 minutes. Due to the length of the interviews, we have found that we obtain the best results by arranging appointments with the potential respondents. The types of studies most commonly done in this manner are health and social interviews, concept and advertising testing, customer satisfaction studies, physician/executive interviews, etc… Our interviewers are all fully trained in the practice of probing to obtain the most information possible for open-ended questions. Usually an incentive is offered to thank the respondent for his/her time and opinions.
This type of interviewing is done with all executive and medical professionals. A screening questionnaire is asked to qualify respondents for your specific needs. The interview is usually conducted at the professional's office and lasts from 30 minutes to 2 hours. A sizable incentive is recommended for these types of professionals.
Store audits and tracking studies are typically used to ascertain the impact and effectiveness that sale prices and special promotions have on particular product lines. Often, permission is required from store managers before we are allowed to conduct this type of research. Sometimes a stipend is offered to obtain cooperation with store managers, particularly if it is necessary to look at store invoices. Manufactures also use these studies to do price checks or to measure the amount of shelf space allocated to their product to ensure that they are receiving the proper amount of space. In such cases, the study is conducted as a mystery shop. Distribution studies are a specialized tracking study in which an auditor goes into an assigned store and simply checks to see if a particular product is available to the consumer.
Store audits and tracking studies are typically used to ascertain the impact and effectiveness that sale prices and special promotions have on particular product lines. Often, permission is required from store managers before we are allowed to conduct this type of research. Sometimes a stipend is offered to obtain cooperation with store managers, particularly if it is necessary to look at store invoices. Manufactures also use these studies to do price checks or to measure the amount of shelf space allocated to their product to ensure that they are receiving the proper amount of space. In such cases, the study is conducted as a mystery shop.
Telephone interviewing consists of an interviewer conducting a telephone survey, either from a customer list provided by the client or randomly from a phone book. They can range in length from 1 minute to 15 minutes, with mostly multiple choice questions and very few open-ended questions. Let us help you find out if your customers are satisfied with the service you are providing for them.
Mystery shops are usually conducted as a method of quality control and are used for almost every type of industry, including fast food and full serve restaurants, department stores, banks and other financial institutions, automotive stores and car dealerships, specialty stores, etc. In order to do this, trained observers shop at specified stores or service locations posed as a typical shopper. A typical mystery shop can take anywhere from 15 minutes to an hour or more, and depending on the type of industry, a purchase may be made and/or food may be tried. The shopper submits an observation report, detailing the shopping experience.
Taste tests can be conducted in a variety of ways, depending on how much information is being sought. In some studies, respondents are asked to sample two similar products and assess them immediately by completing a questionnaire. However, if a more in-depth study is required, the test products can be placed with the respondent one at a time. Typically, the respondent uses one product for a week, fills out a questionnaire, and then repeats that process with a second test product.
There are a variety of recruitment options available for such studies:
  • Respondents may be pre-recruited to come to our office or another central location to sample the products.
  • With permission, our interviewers can randomly intercept people at a shopping center or a similar location.
Granite State Marketing Research strives to meet our client's needs. If you have a unique study that is not listed in our services, please contact one of our project directors and we will work with you to help you achieve your marketing research goals.