HCM Marketing Research is a full service, custom marketing and opinion research company that provides action-oriented information. For more than 50 years, we have been working with a diverse group of businesses and organizations. We collect, analyze, and interpret the relevant data and demonstrate how the results can be constructively applied to your management action. Through qualitative or quantitative research, we deliver the data that facilitates your sound management decisions—and positively impacts your bottom line.

Since 1949, HCM Marketing Research has been a virtual “one-stop shop” for research needs, offering an extensive array of resources. We have the experience and capabilities to assure your peace-of-mind—all in a convenient location equipped with a modern and comfortable focus group facility. Central location interviewing, sample selection, questionnaire development, data collection, coding, tabulation, statistical analysis and interpretation are all handled onsite.

Our ever-growing staff draws from more than 200 years of combined experience in the research field to deliver unparalleled expertise and personal service. Clients benefit from the experience of our staff of seasoned moderators, as well as our nationwide network of Market Research Association member field agencies. Each client is matched with a team that will most effectively execute the project, based on industry or research method expertise.

We continuously upgrade our systems and technology to keep us on the cutting-edge of progress and the result is superior service. We have the latest computer hardware and software to facilitate effective project management and data analysis. Our Ronin CATI Interviewing system allows for extensive flexibility in questionnaire development and efficient processing. We utilize multiple tabulation packages as well as SPSS software to allow for attractive, easy-to-read tabulations and sophisticated analysis of findings from simple correlation to more advanced multiple regression, factor analysis, segmentation analysis, or perceptual mapping.

With the latest resources, cutting-edge technology and highly skilled research professionals, HCM provides research that stems from your questions and leads to strategic management action.

Executive Interviewing

Industry executives can shed light and new perspectives on information that is relevant to your organization—and provide valuable information that can impact your business decisions. However, it is often difficult to reach these executives or to persuade them to participate in an interview.

At HCM Marketing Research, we have mastered the executive interviewing process. Our executive interviewers are expertly trained, enabling them to recruit executives, ask the right questions, and engage executives in interviews that are usable, informative, and meet your needs. We have conducted extensive interviews with Fortune 1000 CEO’s, information managers, benefits managers, company presidents, doctors, dentists, lawyers, and other key decision-makers in a variety of industries throughout the country.

Telephone Interviewing

Telephone interviewing can be the best research technique for minimizing response bias and uncovering valuable information—data that helps you make educated, informed decisions about a variety of business issues, from new products or marketing campaigns to buyer preferences and customer service.

At HCM, we have the capabilities and experience to conduct effective, targeted telephone research. Our state-of-the-art phone room features 35 stations and a Ronin CATI system. Led by a highly trained Field Director with over twenty years’ experience, our interviewers are motivated, well trained, and successful. Our clients rely on our high cooperation rates and production statistics, as well as quality of probing replies in open-ended questioning. Our breadth of experience enables us to match the skills and background of each HCM interviewer with the appropriate project. This ensures that our clients receive the best possible team for consumer interviews, executive interviews, depth interviews, or recruiting. We employ the highest levels of quality control, and conduct validations for each project.

One-On-One Interviewing

In-depth information is sometimes best gathered in a one-on-one setting. This research method employs a trained moderator to interview one pre-recruited participant at a time to generate opinions on a topic or issue that will impact your business. By conducting several interviews, results and opinions can be compared and contrasted, with conclusions drawn and recommendations made. Depth interviews are conducted in person or by phone at a location of your choice, and typically recorded with the respondents’ permission.

At HCM, we have extensive experience conducting one-on-one interviews, often in conjunction with focus groups. We employ the most comprehensive one-on-one research methods to get you the research you need, in the time frame you want.

Intercept Interviewing

Sometimes, the best place to get the research information you need is to go directly to the consumer, in a public setting. At HCM, we use our intercept interviewing process to interview people in public areas, including malls, shopping centers or outlet centers. Our intercept techniques have proven effective with busy respondents in tourist locations throughout the country, along with buses, subways and business lunch venues. Combined with telephone follow-up, intercept interviews can obtain the data you need to make the best business decisions.

HCM has conducted intercept interviews to uncover valuable information regarding shopping preferences, legal studies, copy testing, and product receptivity. With HCM, intercept interviewing will uncover valuable information, and help you make the decisions you need to move forward.

Mail Surveys

An effective mail survey will provide clients with valuable details regarding customers’ perceptions and preferences. Through HCM’s effective mail survey protocols, you will receive critical information from a high percentage of your targeted survey recipients.

Many factors impact the effectiveness of a mail survey, including pre-notification, prerecruiting, incentives, timing, survey length and format, reminders, the cover letter, and ease of response. At HCM, we balance these factors to create the most valuable survey that will obtain the most comprehensive data possible.

We’ve conducted many mail surveys for a diversity of clients, including credit union members, bank executives, company employees, donor groups, and more. Survey format can range from letters and pamphlets to postcards and booklets. Each is returned to us via postage paid envelopes.

Designing an effective mail survey approach and questionnaire is critical to successful research. At HCM, we have the experience and proven track record to bolster your response rate and uncover the valuable information you need for your next project.

Mystery Shopping

How do your customers perceive you? Discover critical information about service quality, employee knowledge, speed of service, prices, displays, facility appearance and more through HCM’s mystery shopping experts. Our interviewers will pose as consumers and shop at your facility or a competitor’s. This qualitative technique can be very useful to determine levels of service at point of sale locations or over the phone.

Internet Surveys

Online surveys can provide you with the answers you need in an accelerated timeframe-both cost and time effective when seeking the opinions of large populations of interest. HCM’s expertise in the use and application of effective Internet surveys has kept pace with the increased use of the worldwide web. We have refined our methodology for conducting online surveys to assist in targeting both businesses and customer preferences.

The key to successfully conducting Internet surveys is to understand the methodology, including when and how to apply it. By utilizing the appropriate technical protocols, we determine the best way to reach your customers on the web, either via email or websites, and design engaging and unbiased self-administered questionnaires.

At HCM, we have the breadth of experience to make your Internet survey a success. We have conducted surveys using this methodology for a variety of clients in many diverse industries.