Since 2003, Nielsen has worked with The Candor Company to conduct over 300 online qualitative projects for clients.

The most frequent clients for the service have been Nestle, Colgate, Unilever, SC Johnson, and P&G. Other less frequent clients have included Kraft-Heinz, The Coca-Cola Company, Reckitt Benkeiser, Smuckers, Duracell, and Pfizer.

Most projects have fielded in the US, but we have conducted studies in many foreign countries, including Mexico, France, Italy, Germany, United Kingdom, and Hong Kong.

What is it?

NOQR is an online text only qualitative methodology. No matter where they live, participants login to a chat group at a specified time for moderator led discussion. Clients can observe virtually and the online chat platform enables them to privately communicate with each other and the moderator without interrupting the participants’ discussion.

Clients typically use NOQR for the following purposes:

• To understand why consumers responded the way they did during Nielsen quantitative research. By re-contacting consumers from recent quantitative research, we can better understand how to make concepts better and fine tune messaging for subsequent research.

• To gain a general understanding of consumer usage and attitudes.

• To guide development of better product and service concepts.

In 2009, Candor and Nielsen jointly launched Nielsen Factors Qual (NFQ). Working with several Nielsen staff members in the UK, Candor developed a series of techniques to qualitatively evaluate key Factors for Success (ex: Message Connection, Distinction Proposition, Need Desire). Since then, Candor has conducted over 75 Nielsen Factors Qual projects.

In the US, all groups occur under the “Pinecone Research” banner.

Whether a project is NOQR or NFQ, the process is the same and includes the following steps:

1. Nielsen project manager or account lead contacts Candor about the study.

2. Internal briefing call where Candor receives information about the study, the background, the objectives, and potential timing.

3. Conference call with clients where they can elaborate more on their desires for the study, provide additional background information, etc. During that call, we also discuss timing for participant recruitment, discussion guide development, the online groups, and reporting.

Clients know that Candor moderators are Nielsen sub-contractors and that the relationship is longstanding. Candor moderators typically communicate directly with clients and copy Nielsen team members on all emails.

Ideally, groups are 90 minutes long and include 8 to 9 participants.

• If necessary, groups can be 2 hours long but that duration can get taxing for participants.

• Groups larger than 8 to 9 participants can be overwhelming for everyone with too much text for everyone to read.

• Groups smaller than 5 participants tend to feel “slow” and not advised.  All participants are on the same “schedule” which creates the feeling of long pauses while everyone reads and types.

During the groups, the moderator can share stimuli such as written product concepts, images, ads, and videos. Candor moderators have developed numerous unique project techniques to get discussion beyond the rational and into more emotional territory.

NOQR can occur in practically any language / country and Candor arranges the moderators. However, Candor has especially strong relationships with moderators in the following countries:

As many clients are based in the US, Candor can provide real time translation as follows:

• During the groups, there is a conference line for all team members and the translator. (Note: Nielsen is responsible for arranging the conference call.)

• A translator translates the native language chat stream into English for those on the call.

• The conference call is recorded and transcribed.

Typical charges for translation are $200 per hour for the translator and $1.00 per minute for transcription.

Reporting deliverables vary by the project and client:

• Transcripts - provided for all projects and are sent within 24 hours of the groups.

• Full PPT report (often integrated with quantitative findings if applicable) with executive summary, verbatims, and recommendations. 2 week typical delivery time.

• Email “top-line” summary. 2 to 3 day typical delivery time.

For report samples. please contact Jonathan Schneider per below..

Example 1 – 4 chat groups with 8 to 9 participants in each recruited by Nielsen

• 4 - 90 minute sessions with 2 customer segments 

• Discussion guide - $1500

• Moderation - $1100 per group x 4 = $4400

• Reporting - $2500

Example 2 – 6 chat groups with 8-9 participants in each recruited by Candor

• 6 - 90 minute sessions with 3 customer segments 

• Discussion guide - $1500

• Moderation - $1100 per group x 6 = $6600

• Reporting - $3500

• Recruitment - $6900

• Incentives - $6000

In some circumstances, Nielsen may opt to write the full report and request Candor to provide a topline / email summary.  In such situations, fees range from $750 to $1250.

Although not used as frequently as online chats, Nielsen has worked with Candor to conduct several other types of qualitative research including:

• In-person focus groups

• In-home and shop along interviews

• Bulletin board discussion

• Photo and video journals / diaries

• Video chats

For more information on these services, please contact Jonathan Schneider (jonathan@thecandorcompany.com, 404-660-9400)or Liz Moore (678-458-2391, liz@thecandorcompany.com).