Evoke Research

How can listening guarantee better results?

 

Deep listening. Critical close reading.

 

First, our moderators do the listening.

EVOKE excels at compelling people to talk about their relationships with your product, brand or policy. Our moderators know when to parry and when to probe, and how to challenge participants with a sharp question - without sending a chill into the room.

Then, our analysts do the listening.

There are countless factors that impact an organization and a brand, both explicitly and implicitly. As market researchers, our job isn't to simply describe data: our job is to deeply understand ways that these implicit and explicit factors impact your organization and offer critical close readings, clarifications, explanations, and solutions to the challenges that may emerge from any study, big or small.

Once the EVOKE moderators have completed their fieldwork, our analysts listen to what customers really mean, beyond the words they said. To get at their meaning, our analysts apply “grounded theory” to code and group the responses into categories representing broader thoughts and opinions.

 

Market research should not only be "about" asking the right questions. It should also be about finding the right solutions.


Solid Track Record

We bring our extensive experience and deep knowledge of the industry to bear on every project we work on.

We provide a highly experienced research team that provides unrivalled experience, knowledge, capacities, and the ability to address a variety of market research issues. Every project is led by a senior strategic consultant with a solid track record of providing unparalleled results. A combined 35+ years of experience in marketing, designing market research projects, questionnaires, surveys, and qualitative methodologies is at your service. We offer:

  • Proven credentials in conducting research for both public and private sector clients across North America.
  • Wide-ranging experience in stakeholder research including membership surveys, executive interviews, customer satisfaction research, customer relationship management (CRM) research, public affairs and governmental affairs research, policy evaluation research, and not-for-profit sector research.
  • Superior expertise in advanced qualitative research analytics including grounded theory, critical social research, semiotic and discourse analysis.
  • Consultants with proven experience in complex, large-scale research mandates for various organizations, including: 
    • ATB Financial
    • BC Hydro
    • Enmax
    • Hubbell Power Systems
    • Monsanto
    • Bayer Animal Health
    • Zinpro Performance Minerals
    • Versatile Tractors 
    • Travel Alberta
    • Arysta LifeSciences
    • University of Missouri
    • Brookfield Residential 


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Face your customer

Loudly, softly, impassioned or indifferent, we present you with your customer's opinions. In striking, clear video, you’ll see the visceral responses that can highlight your communication challenges — and lead the way to the strategy you need.

Click to watch a sample EVOKE Video Vignette®.

Grounded Theory
Unlike traditional research methods, which typically begin by researching and developing a hypothesis and then conducting primary research to "prove" or "answer" that hypothesis, grounded theory is an approach that begins with data collection. From the data collected, key points are coded and then grouped into similar themes.

From these themes, categories are formed, allowing the data - and research respondents - to speak for themselves. It is an organic approach to data analysis that avoids bias and predetermined / predefined findings.

At EVOKE, analysis is a four-step process.

1) First, we transcribe - verbatim - all discussions elicited from qualitative discussions in their entirety. Everything said in our sessions is captured, person by person, exercise by exercise.

2) We then conduct strict discourse analysis of the session transcripts, comment by comment, and group like-minded comments into clusters and broad categories.

3) We then compare and contrast these clusters to better understand the relative importance of different comments or ideas within the groups, cross tabulated by group identity (demographic variables, customers and non-customers, prospective patrons, lapsed patrons, etc.), if required.

4) Next, we "right size" the categories into narrower, more descriptive themes to uncover emerging patterns.

5) Finally, we analyze the responses again. Using this tabulation, we can pinpoint contention and consensus, identify “outliers” and confirm mass opinion.

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