Working with Market Research Firms in New York

Using NYC market research firms to help determine the direction of your business

If you're looking to roll out a new product or promotion, marketing firms in New York can help you test public response before you spend a lot of money. By interviewing a sampling of the potential customer base, you can get a good idea of how your audience will react.

Working with market research firms in New York is a good idea for two reasons. First of all, there are dozens of firms in the NYC area, and secondly there is a huge and diverse population in and around the city. You can work with firms in the following ways:

1. Hold in-person focus groups where you or another company representative interview a small sampling of people in a specific demographic;

2. Send out surveys over the Internet to people in a market research firm's database;

3. Conduct web chats or telephone interviews to get the personalization of a focus group without having to rent a facility.

 

Work with New York marketing firms that have in-person focus group facilities

When you conduct this type of market research, New York area residents come into an office and you get to see what they look like, how they behave and their reactions to your ideas. Usually an independent interviewer conducts the group while you watch through a two-way mirror. That way opinions are more likely to be unbiased.
Try: Check out LexPark Studio in the Flatiron District of Manhatten. It offers facilities for all kinds of focus groups: concept testing, commercial screenings, mock juries and more. Then look at Fieldwork Facilities in Westchester. This facility is located in a suburban area near Connecticut and is a great company to work with if the you seek a group not solely made up of NYC residents.

Work with New York marketing firms that have in-person focus group facilities

When you conduct this type of market research, New York area residents come into an office and you get to see what they look like, how they behave and their reactions to your ideas. Usually an independent interviewer conducts the group while you watch through a two-way mirror. That way opinions are more likely to be unbiased.
Try: Check out LexPark Studio in the Flatiron District of Manhattan. It offers facilities for all kinds of focus groups: concept testing, commercial screenings, mock juries and more. Then look at Fieldwork in Elmsford, NY. This facility is located in Westchester County, near Connecticut, and is a great company to work with if the you seek a group not solely made up of NYC residents.

Consider New York market research firms that offer online surveys

Say you want your market research firms NYC based, but you wish to reach an audience that is nationwide or even worldwide. The easiest way to do this is through Internet surveys. You tell the research company who you want to hear from and they pick and choose the people to survey from their database. The upside is that you can get opinions quickly and cheaply. The downside is that some people lie on these surveys or rush through them just to get an incentive.
Try: Check out Manhattan-based Russell Research's omnibus option. The omnibus is a survey you can send out on any number of topics to 1,000 members of the popular Survey Spot online panel. Also look at Buzzback Market Research, which has general as well as specialized panels. It can gather opinions from people based in the U.S. and in Europe.

Try market research firms in New York City that offer Web chats or phone interviews

If you need very specific opinions you can't get from a traditional online survey, market research companies in New York have an in-between option that gives you the affordability of online surveys and the specificity of the focus group: Web or phone interviews. You'll pay less than you would to have an in-person group, but stand to get more thorough and honest answers than with surveys.
Try: Look at the market research firms New York offers that can provide these services to you. One good one for telephone interviews is Brooks-Rose Marketing Research on Madison Avenue. A second is Invoke Solutions, which has an office in Stamford, CT, which is less than an hour from New York City. Invoke is a leader in online chat-style focus groups and can get you detailed answers in real time.

Copyright © 2011 Business.com, Inc. All Rights Reserved.

---