Custom Research & Insights
Business intelligence data has never been more readily available; but data without strategic purpose is just noise. Pacific Market Research combines a thoughtful, powerful mix of active research and observational techniques to collect data. And we synthesize our findings through advanced, storytelling-inspired analysis that gives you richer, more actionable results and recommendations.
The intelligence that decisions deserve.
In the current business environment, technology has afforded business leaders access to unprecedented sources and amounts of data. However, a wealth of data does not necessarily provide the complete tactical information necessary to make strategic decisions. In this noisy playing field, how do you gain true insight and, in turn, produce better strategies? We’re confident that the answer is to combine research that asks questions and research that observes — leading more directly from data to insights to action.
Every Pacific custom research engagement is different. Based on your unique needs, goals and opportunities, we may recommend that you use survey research data (more active), pursue observational research techniques (more passive) or combine the two. By taking this flexible approach, we’re able to tell a more holistic story — one that’s insightful, but also allows for more actionable uses of data for real-world applications. We also apply advanced analytical techniques to your data in order to go beyond simple descriptions of data points and into hidden relationships among variables, which is critical to moving research and insights into actionable territory.
Survey Research Techniques (Active Data)
Our survey-based work includes, but is not limited to:
Our “new school” approach to segmentation uses a sophisticated model grounded in behavioral science that recognizes that decision-making goes beyond demographics and psychographics and into needs-based choices that manifest in one’s lifestyle.
We provide an understanding of how — and at what level – each of your product features, benefits or communication points contributes to overall product/service selection. This helps you determine the optimal combinations of product features and attributes to influence customer decision-making.
Too often, current cross-cultural and multicultural research treats people as data points only. We use psychological and sociological approaches to understand the factors that contribute to differences, giving you more insightful, actionable results.
Contemporary Brand Tracking
Common brand tracking’s Achilles heel is that yesterday’s data tells an incomplete story — so we offer a more considered approach that allows for real-time action, along with measuring emotional resonance to your brand.
We believe that creative testing based on typical rational tests is highly limited. Our tests observe consumer impact from emotional, rational and reptilian points of view, which provides a better, more holistic predictor of in-market success. One example is our use of predictive markets, which draws from the Iowa Electronics Markets and its success at predicting presidential elections to test ideas through an element of gamification. In this technique, a convenience sample of respondents is allowed to “buy and sell shares” in an idea to evaluate its worth.
Win-loss research is especially effective if you have a high-dollar product or service with a strong consultative selling component, or if you are in a market where the buyer may be less educated about your product or the category in general.
Attitude, Awareness & Usage (AA&U)
We use AA&U studies to measure changes happening in consumer attitudes, awareness and usage levels for your product and competitive products.
Observational Research (Passive Data)
Pacific Market Research offers a variety of contemporary techniques, including:
Measuring human emotional response is difficult (and sometimes impossible) to achieve with cognitive questioning only. We can supplement with biometric approaches, such as galvanic skin response, when appropriate.
Sometimes, the best way to truly grasp the impact of a design — whether physical, such a retail space layout or product package, or informational, like website copy — is to conduct experiments that measure how changes in the choice environment influence decision-making.
Ethnography (in-person and mobile)
When performing qualitative research, observational techniques tend to be the most insightful. Why? Because these methods don’t force people to have to “perform” or appeal to social desirability. The subjects can just be themselves.
Social Media Listening and Analysis
Observing conversations online expands the nature of ethnography, which is more individual in nature, to create understanding at a mass level.
Imagine viewing an experience through the eyes of your customer in an actual, not virtual, environment. With wearables, you see real, authentic interactions uncolored by observers, contrived situations and other distractions that introduce bias and affect customer decision-making.
Identifying opinion leaders and influencers is key to creating effective strategy segmentation. We help you achieve this by observing people’s behavior and applying network theory and analysis in order to determine the primary influencers for brands, products, topics, politicians/candidates and others.
Transaction Data Research
TDR is the use of time-dimensional data to describe an event occurring at the transactional level, from purchase details or payment records to customer touches and other actions. This data, typically used in concert with other measures, helps create a full view of consumer actions.
This simple but often very helpful method splits a group of people into one or more smaller groups, each of which is sent a different message or component of creative work to evaluate which has the highest conversion rate.
Simple data description still has its place, but the full value of innovative custom research can only be realized through more sophisticated techniques. Pacific Market Research uses advanced analytics to dissect hidden relationships and patterns within the data, unveiling findings that cannot be seen with simpler traditional analyses like cross-tabulation. This future-focused approach helps us deliver insights and strategies that can drive tangible business improvements and form the foundation of long-term success.
We offer an extensive array of advanced analytical tools, and we’re continually evolving with emerging trends. Our techniques include, but aren’t limited to:
Conjoint Analysis/Discrete Choice
Conjoint analysis seeks to determine the optimal configuration of items or concepts. It’s common in product development, such as determining the optimal computer configuration for a computer manufacturing company. With this technique, respondents are presented with various combinations of components (hard drives, RAM, etc.) and asked to choose their favorite combinations. The conjoint then prioritizes the importance of each component.
This analysis describes how dependent variables interact with independent variables. It’s especially useful for determining which factors or attributes drive loyalty, satisfaction and other important consumer metrics.
With our advanced product simulators, you can dynamically change product components to see how these influence key segments and demographics.
Maximum Difference Scaling (MaxDiff)
We use this indirect approach to determine consumer preference for and importance of various product characteristics.
This technique helps determine the specific combination of products and services that appeals to the greatest number of customers.
These studies examine the parity between consumer expectations and reality. For example, a survey about car satisfaction might ask if the buyer is satisfied with the gas mileage, seats or air conditioning. Gap/opportunity analysis quantifies the difference between what the buyer expects in his ideal car versus actual reality.
By breaking down secondary data to determine the demographic and psychographic profiles of ideal customers, CHAID helps identify high-opportunity segments.
Cluster analysis groups a set of consumers in such a way that consumers in the same group are more similar to each other than to those in other groups. This allows us to identify and better understand important differences between consumer segments.
Public Opinion Polling
We execute public policy research rigorously and professionally, delivering the information and analysis to help you better understand issues and impacts from all perspectives; inform all important stakeholders; and empower decision-makers with clarity and confidence.
Do you have challenges understanding the concerns of certain populations? Do you need to capture a full representation of stakeholders from multiple cultures? Do you need data that will stand up to legal scrutiny? Do you have a data need that seems to defy traditional collection methods? Pacific Market Research can offer the insight, roadmap and services you need to do opinion polling right.
Government & Non-Profit
Pacific Market Research is among the largest data collection companies on the West Coast, with significant experience handling regional, national and international research. We manage telephone and online data collection; recruit for qualitative focus groups, in-depth interviews and usability tests; and perform in-person interviewing. We have substantial Spanish and Asian language interviewing capabilities, and we’re among a handful of firms approved to engage in high-security government projects, allowing us to handle Federal Taxpayer Information and other secure data for the Internal Revenue Service, Department of Education and others.
To accommodate the emphasis many of our governmental and non-profit clients place on sampling and fielding best practices, we’re fully capable of managing studies that require refusal aversion and conversion, multiple dial attempts for each sample record, wireless household interviews, proxy interviews, and complex and lengthy study briefings.
Our strict quality and process measures, experience, data security and honest, attentive project management make Pacific especially well-suited to government research. We interview residents and businesses on behalf of national, state and municipal agencies across a broad range of subjects, including education, public services, taxation, student loans, exports, healthcare, recycling, technology and transportation.
We conduct ongoing tracking research, ad hoc projects and recruiting for a wide variety of agencies, including the Internal Revenue Service, U.S. Department of Commerce and U.S. Department of Education, as well as the Washington State Department of Transportation, the City of Seattle and Pierce County, Washington.
Pacific is pleased to provide a broad variety of non-profit institutions with polling and public policy research services. We’ve conducted small ad hoc and large multi-year tracking projects on behalf of non-profits, and our clients include AARP, The Bill and Melinda Gates Foundation, World Vision and Goodwill. Our work for other non-profits has addressed subjects including education, animal welfare, voting issues and public health. No matter the client, we’re sensitive to non-profits’ budgetary and research methodology concerns, and we approach these challenges with creative thinking and a partnership mentality.
Latino Decisions & Multicultural Polling
In the United States, the growth and influence of the Latino, African-American and Asian-American populations is undeniable. Pacific is adept at executing public policy research for both the general/total population and for these vital cultural segments.
Led by professors of political science, Dr. Gary M. Segura (Stanford University) and Dr. Matt Barreto (University of Washington), our Latino Decisions division leverages a unique combination of analytical expertise and multicultural competence that’s unparalleled in the industry. Our core team is comprised exclusively of credentialed research scientists with established publication records, rigorous methodological training and experience with large-scale collaborative research projects. We employ our professional insights and specialized technical skills to produce the most accurate information about political attitudes, experiences and engagement among Latinos, as well as Asian-Americans, African-Americans and the general population. We routinely conduct public health, transportation, education, voter behavior, and business and government policy research.
Our consistently reliable polls and analysis are regularly cited by respected media outlets including Univision, the New York Times, ABC News, National Public Radio, impreMedia, NBC News, the Wall Street Journal, CNN and many others. We work with a diverse client base of companies, foundations, universities, research institutions and public policy organizations interested in a wide range of issues pertinent to the increasingly influential Latino and other cultural communities.
Visit our Latino Decisions blog, which uses both our tracking poll and ad hoc research data to address significant national Latino political issues. Or contact us today to learn more about our Latino and multicultural research team and methodology.
Data is the raw material that fuels information and insights — but if your collection approach isn’t rigorous, the validity of your data always will be suspect. Our difference: the people, processes and project management to ensure precise, high-quality collection every time.
Pacific Market Research is the largest data collection firm in the Pacific Northwest. We believe that open communication, meticulous organization, careful process controls and a client-centered approach are the best ways to ensure collection project success. Our capabilities include:
Telephone data collection
A 200-seat CATI telephone center in Seattle, with among the largest multi-language interviewing capabilities in the country and on-staff bilingual monitors, managers and translators. With our training/monitoring standards and in-country call center, we’re regularly entrusted with large-scale tracking studies handling important customers and customer data.
Web data collection
A robust in-house web survey department to handle even the most complex surveys, multi-country projects and panel relationships to find the right sample for each project.
In-person interviewing throughout The U.S. to measure difficult to reach audiences
We regularly conduct transportation surveys at airports and stadiums, and on mass transit routes. We interview at workplaces, from fishing boats to manufacturing plants, and we manage large scale in-store, shop-along and mystery shop projects. We also hire, train and supervise Native American interviewers when clients request data collection on tribal lands.
Focus group and usability recruiting
We can recruit and manage focus groups across the country, and we handle usability recruiting for some of the largest telecom, software and gaming companies in the U.S.
Our quality controls and experience have allowed us to manage critical legal research for the U.S. Department of Justice, change-of-venue research for high-profile criminal trials, federal anti-trust cases and voting rights cases that have been vetted in state supreme courts and federal appeals courts.
High-sensitivity/high-security data collection
We’re among a handful of firms approved for high-security government projects, allowing us to handle Federal Taxpayer Information and other secure data for the IRS and Department of Education; to work with Department of Defense secure data; and to handle personal health information and other HIPAA data for health organizations. We also manage sensitive and high-value customer interactions on behalf of our clients.
Whether it’s address-based sampling (ABS) or newer qualitative techniques like online bulletin boards, mobile interviewing and social media research, we can help identify the best fit for your objectives.
Fascinating facts, figures, and facets of our company
Within Pacific's custom research and insights department, we’re focused on developing next-generation techniques that challenge the status quo of research methods and produce better data, recommendations and strategies. Our current lab efforts are focused on:
- Understanding how consumers change a brand’s intended messaging when campaigns go live, and how that change can be measured
- Continuing to perfect new models of segmentation that are not merely interesting, but also insightful and actionable, such as high-opportunity segmentation
- Pioneering a full-brain approach to creative testing to measure rational, emotional and reptilian responses to pieces of communication
- Measuring the influences on one’s decision to purchase a good or service based upon the choice environment
Interested in joining Pacific? We’re curious to know what you can bring to our team and our clients. To get started, please fill out the form below. We’ll be in touch as soon as possible.
We’re taking research to a different dimension.
Pacific Market Research is one of the nation’s leading research and consulting firms. But to us, leadership isn’t just about listing yesterday’s accomplishments — it’s also about how we can shape the future of our industry and more effectively influence our clients’ success. So our mission is simple: To challenge the definition of market research and consulting by finding new ways to deliver data, insights and strategies that enable clear, decisive action.
Founded in 1998, Pacific quickly established itself as the largest data collection firm based on the West Coast. Building on our early success, we expanded to include a custom research and insights division to design cutting-edge market research approaches and offer strategic consulting to our clients. In addition, Pacific also operates a public opinion polling division — led by three experienced PhDs — that’s been cited as one of the industry’s most accurate for its work in multicultural and cross-cultural research.
Today, from our Seattle metropolitan area headquarters, as well as satellite offices in Portland, Oregon, and Sacramento, California, we work with an eclectic mix of Fortune 500 companies, major government entities, influential news organizations and many more clients. Our team members average more than 18 years of industry experience and have collectively earned more than a dozen awards for strategic excellence. Time and again, you can count on us for scientifically designed and precisely executed research. And you can trust us to provide the insights and strategy to help you answer questions, communicate actionable results to your stakeholders and drive your business forward.