Our Methods

MLN utilizes a variety of new and traditional approaches to market research—but whether we’re in facility or in the field, our thinking is always innovative and boundary pushing.

Front of Glass Methods.

These methodologies are usually seen as traditional forms of qualitative research, but just because they’re traditional doesn’t mean they’re uninspired. These established techniques are deep-rooted in qualitative research for a reason: They provide the right environment to go beyond the rational surface to the emotional response.

  • Focus Groups

    Focus groups consist of 4-10 respondents gathered as a group in a comfortable and safe environment to share and build on each other’s thoughts, experiences and perceptions. 

  • In Depth Interviews

    An in-depth interview (IDI) with a single respondent is the best choice for personal and complex discussions about communication, purchase decision-making processes, product lifecycle research, and other individualized topics.

  • Dyads & Triads

    Interviewing 2-3 respondents often represents the best of both worlds: the closeness of the depth interview and the dynamics of the group. 

    Sometimes, it’s beneficial to the research for interviewees to know each other (i.e. mother/child, friends, brother/sister, husband/wife). Paired interviews with parents are also helpful when talking to younger kids about more complex subject matter.

  • "Let's Play" Sessions

    Play sessions are typically conducted with 2-4 kids to observe their play patterns. They are a step toward more organic, observational research, but in a controlled environment. We create as natural of a play setting as possible, while still allowing for the play sessions to be observed live by the client team.

  • Usability Testing

    Usability tests are designed to get a first-hand look at how users navigate or maneuver a product or system that is put in front of them. This technique is primarily designed for observation, supported by probing to understand a consumer's observed behavior. 

  • Consumer Panels

    Ideal for research over the course of a product development cycle or multi-step research that requires ongoing consumer feedback, we use panels to bring back respondents who participate in a series of focus groups or depth interviews. Panels can provide a cost-efficient way to gain quick and regular availability to consumers.

Beyond the Glass Methods.

Sometimes you have to get out from behind the mirror to truly understand how the consumer behaves. These methodologies take the research outside of a research facility and directly into the consumer domain. 

  • In Home & Shopping Ethnographies

    Ethnographies allow us to step directly into a consumer's life to gain a first-hand understanding of how consumers think and behave. Ultimately, this approach allows us to grasp the consumer perspective, develop meaning around beliefs, and enter into the consumer's life in a real and relevant way. 

  • Facilitated Creativity Sessions

    Using creative problem solving, innovative teamwork, and meeting management process, we facilitate creativity sessions with consumers and co-creation sessions with management teams and consumers. The aim of these sessions is to generate insights and new ideas, to select and streamline the best ideas, and to build on the most feasible ideas for further consumer testing and next steps.

  • Online Diaries

    Online diaries allow us to track the day-to-day lives of the consumer and study the ways they spend their time, energy, and money. Additionally, using an online platform allows data to be pulled quickly, easily, and efficiently for constant new information and daily insights. 

  • Consumer-Led Inspiration Sparks

    Inspirational expression, whether physical or virtual, give us a peek into the creative mind of the consumer and allow us to visually understand their true perception of and feeling toward brands, ideas, or product...without putting words into their mouths. 

  • Video Diaries

    Video or mobile diaries put the consumer in the driver seat as they introduce us to their world. This method is effective because it lets the consumer guide the conversation and highlight what is most important to them.