Analysis

New insights – endless opportunities

Are you familiar with your target audience’s preferences? How does your company resonate with customers and the broader market? Through precise analyses, we offer valuable insights into your existing and potential customer base, shedding light on their perceptions of your company, products, and messaging.

Since 1999, our in-house analytics agency, Rostra Research, has tackled analytical challenges for numerous Danish and international clients. We employ a diverse array of qualitative and quantitative data collection methods.

Our advisory services span the entire process—from defining objectives and problem statements to selecting methods and presenting actionable results. If needed, we also develop a communication strategy based on analysis outcomes, ensuring that your challenges are addressed effectively, leading to heightened awareness and increased sales.

Quantitative analysis provide insights into your customer base

We use a variety of quantitative methods when our clients seek statistical, measurable, or representative data about their target audience. Our approaches often involve structured questionnaires with fixed answer options or open fields where respondents can elaborate on their views.

We conduct tests in diverse locations—shopping centers, streets, parks—where the target group’s presence is essential for result validity. Phone and text surveys are some of the cost-effective channels to directly reach the audience. Our preferred method is internet panels due to their validity, speed, and cost-effectiveness. Rostra Research has access to internet panels comprising up to 75,000 individuals.

Our process involves close collaboration with clients to design surveys and select the most suitable method. Years of practical and theoretical experience ensure the study’s validity, translating results into actionable strategies. Method quality remains paramount in our decision-making.

We leverage quantitative studies across various domains:

  • Segmentation Analysis
  • Brand Reputation Analysis
  • Competitor Analysis
  • Member Analysis
  • Target Group Analysis
  • Knowledge, Attitude, and Behavior Analysis
  • Investigations for Press Access
  • Evaluations of Campaigns
  • Testing of Visual Elements (such as ads and films)

When reporting survey findings, we offer two main formats. Findings can be reported in a classic tabular format, but our preferred approach involves presenting results through annotated graphics—figures, diagrams, and more. We distill clear, concise conclusions that address the core analysis questions. Additionally, we provide insightful commentary on relevant results, ensuring their accessibility. Finally, if needed, our reports include strategic and operational recommendations that clients can implement in their future endeavors

Focus Group Interviews Unlocks Nuanced Insights

Focus group interviews serve as a powerful tool for delving deep into complex issues. This method provides nuanced understanding of a target group’s attitudes, behaviors, habits, motives, consumption patterns, decision-making processes, and knowledge levels.

Our seasoned chief analyst always oversees the focus group process. Having moderated, analyzed, and reported on over 600 interviews across diverse customer types, our expertise ensures robust results.

We work with focus group interviews for various purposes:

  1. Pre- and Post-Testing of Campaign Materials
  2. Understanding Purchase and Consumer Behavior
  3. Product Development and Testing
  4. Brand Building
  5. Message Testing
  6. Perceptual Analysis of Texts
  7. Assessing Companies’ Media Crises
  8. Member Surveys
  9. Customer Analyses

Our state-of-the-art facilities and equipment facilitate interactive sessions. Participants can follow along on screens and engage with moderators, exploring new themes and diving into in-depth questions.

Learn more about our focus group interviews here.

In-Depth Interviews

We conduct in-depth interviews, also known as single interviews, when a profound and nuanced understanding of a topic is desired. In contrast to focus group dynamics, where participants can spark fresh perspectives, in-depth interviews delve into precise and comprehensive insights from the interviewee’s experiences, attitudes, or priorities.

We often turn to in-depth interviews for sensitive topics that don’t lend themselves well to group discussions involving multiple participants. Additionally, when assembling a target group proves challenging—such as engaging busy specialists or experts—a series of 10-12 in-depth interviews consistently yields results rich in diverse perspectives. While this method demands more time than focus group interviews, it allows respondents to provide thorough and nuanced answers, ensuring high-quality outcomes.

At Rostra Research, our commitment to in-depth understanding drives our approach to single interviews.

In-depth interviews provide unique insights into selected customer segments

We conduct in-depth interviews when a comprehensive and nuanced understanding of a subject is paramount. While focus groups thrive on participant dynamics and fresh perspectives, in-depth interviews meticulously explore an interviewee’s experiences, attitudes, and priorities.

This method proves invaluable for sensitive topics that don’t lend themselves to large group discussions. Additionally, when assembling a target group becomes challenging—such as engaging busy specialists or experts—an in-depth interview approach shines. Based on our experience, conducting 10-12 in-depth interviews with the same target group yields results rich in diverse perspectives. Although more time-consuming than focus group interviews, this method allows respondents to provide thorough, nuanced answers, ensuring high-quality outcomes.

Understanding Company Relations with Duo Interviews

We conduct duo interviews in scenarios where two individuals share a degree of involvement in a problem. These pairs could be a married couple, two friends or colleagues. However, the method extends beyond these relationships—it’s essential for understanding the views and behaviors of both parties through the dynamics observed in a duo interview.

Similar to in-depth interviews, the duo format allows for nuanced answers. It provides an opportunity to delve into follow-up questions. Most importantly, it serves as a lens to reflect on the relationship dynamics, conversation content, and form between the two participants. Based on our experience, conducting 4-5 in-depth interviews with participants of similar profiles yields valuable data material for informed decision-making.

Navigating Crises: The Vital Role of Real-Time Perception

In the high-stakes world of media crises, a single critical TV program can swiftly dismantle a brand’s reputation if not handled adeptly. Often, company management—lacking input from their primary target groups—makes decisions in isolation. Unfortunately, this insular approach can lead to crisis neglect, suppression, or even inadvertent escalation due to their internal perspective.

At Rostra Research, we recognize the urgency of such situations. When a critical TV program looms, we assemble one or more focus groups comprising customers, business partners, employees, and other key stakeholders. These participants watch the program live, meticulously assessing the claims made. Prior to the broadcast, we interview them to gauge their expectations. Post-program, we delve into their experiences and interpretations.

This approach provides invaluable insights for decision-making. Armed with real-time feedback from vital target groups, the company’s management can swiftly devise a concrete action plan—initiating crucial steps that very evening or the following morning.

How to stay ahead with your analysis?

We accompany you every step of the way—from planning to completion—ensuring a seamless analysis process. Together, we explore options and scenarios, maximizing the value derived from the analysis. Once the analysis is finished, we provide actionable recommendations on leveraging the results to achieve your specific goals.”

Observational Studies

In certain scenarios, survey responses from target groups may not align with their actual behavior. To bridge this gap, observational studies become essential. By directly observing individuals in specific situations—such as supermarket shopping, children’s play, traffic interactions, or social contexts—we gain valuable insights.

At Rostra, we tailor study designs to address unique issues. Often, we combine observational studies with other methods to create a comprehensive understanding of a target group’s behavior and attitudes. Our reports analyze target group behavior, highlight key findings, and provide actionable, strategic recommendations for practical implementation.

FAQ

  • In-depth interview provides unique insight into selected customer segments

    Rostra Research conducts in-depth interviews when a more thorough and nuanced understanding of a subject is desired. In a focus group, it is the dynamics between the participants that can bring out new perspectives, while in the in-depth interview the focus is on gaining a very precise and detailed understanding of the interviewee’s experiences, attitudes or priorities. The in-depth interview is also often used if the topic is very sensitive and not suitable for a conversation between many people. We also use the in-depth interview if the target group is difficult to assemble for a group interview – for example, if they are specialists or experts who have a very busy everyday life. From experience, 10-12 in-depth interviews with the same target group will produce results with a high degree of varied repetition. The method is therefore more time-consuming than a focus group interview, but it also enables the respondent to give thorough and nuanced answers, which ensures high quality.

  • Duo interview provides a deeper understanding of the relations in your company

    Rostra Research conducts duo interviews in situations where two people have a degree of involvement in a problem. It may be a married couple, two friends, two siblings or colleagues. But it can also be other relations where it is crucial to know the views and behavior of both parties via the dynamics seen in a duo interview. The duo interview, like the in-depth interview, gives the opportunity to get nuanced answers. It gives the opportunity to follow up on the questions, but above all it must be used to reflect the relationship and the content and form of the conversation between the two participants. From experience, 4-5 in-depth interviews with the same profile of the participants will provide useful data material that can be used in a decision-making process.

  • Live perception helps your company through crises

    Rostra Research conducts live perception focus group interviews in connection with companies’ and organizations’ media crises. A media crisis or a critical TV program can destroy a brand in a matter of hours if the company does not react appropriately. Also, if the management – without input from the company’s primary target groups – decides on a response themselves. In that case, there is a tendency to neglect and suppress the crisis, or even accelerate it because they themselves are involved and do not assess the situation from the outside. The company’s management is often aware that a critical TV program is coming. Rostra Research is therefore recruiting for one or more focus groups, who must watch the TV program live and assess the claims that are being made. The group participants can be customers, business partners, employees, members or others whose attitudes and behavior are essential for the company’s operation. The participants are interviewed immediately before the broadcast. Afterwards, the participants watch the critical TV program. When the program is over, the participants are interviewed about their experience and interpretation of the program. In this way, the company’s management gets an invaluable contribution from the most important target groups when it must be decided how the company should act with its internal and external communication. A concrete action plan is made immediately after the program, which presents the initiatives that must be initiated already that evening or the next morning.

  • Do you want to be one step ahead with a strategic analysis?

    Rostra helps you throughout the process of planning and completing the needed analysis. Together with you, we assess options and scenarios so that you get the greatest possible value out of the analysis. When the analysis has been completed, we give you recommendations on how you can use the results for your purpose.

  • Observational studies give you knowledge about the customers' experiences

    There are situations where there is no connection between the target groups’ expressions in a survey and the behavior that the individuals display in practice. Therefore, it may be appropriate to observe their behavior in a given situation. We use observational studies in relation to e.g., purchasing behavior in the supermarket, children’s play, people’s behavior in traffic or their behavior in social contexts. We always adapt the study design to the specific analysis, as there are often very special issues that need to be investigated. Observational studies are often combined with other methods to establish a complete picture of a target group’s behavior and attitudes. The report on an observational study analyzes the behavior of the target groups and presents the study’s main conclusions. The report is concrete and action-oriented and contains operational strategic recommendations that the client can use in practice.

Why should Rostra handle your analysis tasks?

“Our analyses provide better basis for decision-making and uncover new business opportunities. Because we work integrated with knowledge and communication, we are experts in optimizing the value of your analyses. We advise you on what type of knowledge you need and how you can act on the new knowledge.”

Connect with CEO Christian Olesen at co@rostrapr.com or +45 26 72 94 29 to learn more.

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