| Qualitative research, whether individual | | | | the point. Are we in a location |
| interviews, in-homes, focus groups, | | | | rut?According to the website of the Las Vegas |
| ethnographies and the like are conducted all | | | | Chamber of Commerce:* More than 5,000 people |
| over the world, as everyone knows. But how | | | | move to Las Vegas each month* 69.9% have |
| are the markets to be studied selected in the | | | | lived there more than 6 years* 10% of the |
| first place?New York, London, Paris, Chicago, | | | | residents are over the age of 65* 62% of the |
| Los Angeles, San Francisco, Toronto, Boston | | | | Households have incomes in excess of |
| and Dallas are all great places to see first | | | | $35,000Depending on the topic, Las Vegas |
| rate entertainment, dine out and by their | | | | might just be a selection for a market in |
| size, must be great places in which to | | | | which to conduct a qualitative project |
| conduct qualitative research or so the common | | | | involving children, new homeowners, health |
| thinking goes.A little research into the | | | | issues, food, beverages and more.The other |
| demographics of a market can save researchers | | | | argument for selecting a City is the ability |
| more than a little money, and get better | | | | to get a direct airplane flight from the |
| research. Take for instance...The State with | | | | client or moderator residence City. If one |
| the most Dentists per capita - If you said | | | | lives in a hub city like Chicago, |
| Arkansas, you would be right. The City with | | | | Minneapolis, Atlanta, Cincinnati, Cleveland, |
| the most new homes built in the last year - | | | | Pittsburgh or other hub town, direct flights |
| If you said Las Vegas you would be right. | | | | are a breeze. Higher airfares to go anywhere |
| The City with the highest incidence of coupon | | | | direct, especially if there is no competition |
| clippers - If you said Buffalo you would be | | | | on the same leg prevail.Many times a less |
| right. The City with the most new | | | | populated City / area has more diet soft |
| Volkswagens sold per capita - If you said | | | | drink drinkers, cancer survivors, remodeling |
| Minneapolis you would be right. But how do | | | | contractors, hog farmers, children ages 8 to |
| you know?Let's take Las Vegas; bright lights | | | | 12 per capita than a major city with direct |
| and a City that truly never sleeps. Most | | | | flights. What happened to the old "If it'll |
| focus groups are conducted there in concert | | | | play in Des Moines, it'll play anywhere?" |
| with the world class convention center. It's | | | | That is not an endorsement for Des Moines |
| a great idea. Go where folks from all over | | | | either.Okay, so how does one determine where |
| the country or even the world converge for | | | | to go to conduct qualitative research? The |
| days of meetings, walking aisles and of | | | | answer can be simple in many cases. All one |
| course dining, shows and gambling. But Las | | | | needs is a search engine connection from a |
| Vegas is not usually considered for testing | | | | computer to visit websites of Chambers of |
| the folks that live there, outside of | | | | Commerce, International Trade Offices, |
| occasional television show tests for new | | | | Federal, State and local Government offices |
| programming. In fact, in recent interviews | | | | and more. There are also companies who |
| with several QRCA (Qualitative Research | | | | assist researchers determining markets such |
| Consultants Association, 888 - 674 - 7722) | | | | as the Qualitative Research Network - |
| researchers, not one had been to Las Vegas | | | | 800-601-0834.John Cashmore, President of |
| other than to conduct research in conjunction | | | | Market Resource Associates, Inc.and member of |
| with a show or convention.This is not a | | | | the Qualitative Reseach Consultants |
| promotion for Las Vegas, as the City does | | | | Association specializes in qualitative as |
| enough of that on its own, but let's look | | | | well as quantitative market research |
| back at those homeowners. Who are they? | | | | techniques. Mr. Cashmore is based in |
| Retirees - Right - well some yes, but not so | | | | Minneapolis, MN and consults with many |
| fast. The greater metropolitan area is | | | | Fortune 500 companies in a variety of |
| building schools like crazy. So it may not | | | | industries. |
| be as you or your client suspected. This is | | | | |