While quantitative research puts numbers behind what people are thinking, focus groups and in-depth interviews allow us to test the exact language used in order to get meaningful feedback on what reaches people on a visceral level. In the public realm, issues often are painted as black and white, but the reality is that most people’s opinions truly are shades of grey. Qualitative approaches to data give light to these grey areas and produce a better understanding of what is behind people’s opinions.
Because when it comes to successful messaging, framing the narrative is everything.
Members of the Lincoln Park Strategies team have conducted hundreds of focus groups and countless one-on-one interviews with participants across the country and around the globe. Topics of these groups have been just as diverse as the locations and participants themselves, and have helped pinpoint the themes, language, and messengers that best advance our clients’ objectives.