Mimosa Qualitative Innovations Meetings: Wednesday 8th July

Mimosa Welcomes FMCG Clients to ‘Qualitative Innovations’ Meetings

‘Mimosa’, the new qualitative agency wholly-owned by The Oxford Research Agency, is delighted to make available a free-of-charge qualitative innovations meeting or workshop, for all of its FMCG clients. New clients are also very welcome to enquire.

While we do not (for obvious reasons!) want to publicly divulge the new methods and approaches we have devised, we would love to hear from any client who would like to learn more on a one-to-one basis.

Accessing Fresh Insights....
Perhaps the most frequently occurring (and very justified) complaint made by clients about qualitative research, is that ‘it didn’t reveal any fresh insights’. Our new methods are precisely geared towards obtaining these missing insights, and delivering added value.

So, How Will Mimosa Help Us Reach Better Insights?
Mimosa’s team will introduce the client to a number of qualitative project enhancements that will obtain a better level of engagement of consumers (and, in some cases, client personnel) during qualitative research. This approach, combined with excellent recruitment and more thoughtful project design, opens the door to true insights.

Will Our Respondents ‘Buy In’?
One area we will discuss, is that if respondents are not really interested and stimulated by a topic or product, can researchers and clients really expect a thoughtful and insightful response? Mimosa considers it imperative that respondents genuinely ‘buy in’ to any research projects in which they participate; a key part of obtaining respondent buy-in, is ensuring that qualitative research methods are devised to be as interesting and involving as possible, and this is where we excel.

Meeting Content Tailored to Client
The duration and precise content of meetings will be designed bespoke around the individual needs of the client and their prior experience of, and applications of, qualitative research; Mimosa believes it is vitally important not to deliver a presentation which may either under or over-reach the target audience. As such we will take a brief on who is likely to attend, and their prior research exposure.

Hear the Latest Trends and Thinking...
There will also be an insight into the latest thinking and trends in the qualitative arena, making sure that FMCG clients really know what to ask for, and how to interpret a proposal, when specifying a new qualitative project.

Qualitative Best Practice
Finally, subject to time, availability and client interest, the meeting can also discuss issues of qualitative best practice and codes of conduct; again to ensure that all respondents are the most suitable for a project, not just in terms of quota fit but also mental attitude and commitment to the subject matter!

Standard vs. Enhanced Methods?
Importantly, another major aim of these meetings is to help clients better understand instances in which ‘standard’ methods are the order of the day, versus issues necessitating a more unique approach.

Who’s in the Audience?
Anyone involved in the specification, procurement or usage of qualitative market research should find the meetings stimulating, and there does not have to be a ready or even imminent research brief to respond to; the purpose of the sessions is simply to advise and inform. Sessions will be made as relevant to the business and attendees as possible.

Background to Mimosa – and ‘Qual-Quant’ Thinking
To really understand the qualitative innovations meetings, it is also useful to understand Mimosa’s own background: Mimosa was created to cater for growing pressure in the research industry for added value, innovative, ‘joined-up, Qual-Quant thinking’. The Oxford Research Agency noted that an increasing number of its FMCG clients were commissioning projects in which qualitative and quantitative would sit side by side, and it can be difficult to choose two separate agencies and to feel that the two methodologies really do interleave seamlessly. Mimosa’s product mix and strengths, therefore, sit perfectly alongside The Oxford Research Agency’s strong quantitative research provisions, and completes the offer into a well-rounded, integrated package for the client.

See the Difference...!
However, equally important was that where desired by clients, qualitative research would be offered only at the highest level. Mimosa invites all clients to see the difference by asking us for a proposal – we believe that the unique approaches and values of Mimosa will shine through each proposal and costing.

To find out more about what Mimosa can do for you or to arrange one of our free of charge "qualitative innovations" meetings, please contact Sunita, Emma or John on +44 (0)1865 20 84 03 or go to our website at www.mimosa-qual.com