QUALITATIVE RESEARCH
Getting Personal
Sometimes the human dimension of your institution cannot be quantified by dry facts and numerical data. Stamats captures the experiences, anecdotes, and perceptions, as told by your students, faculty, alumni, etc., through on-campus focus groups, one-on-one interviews, and in-depth discussions. It's called qualitative research and it's vital to capturing—and subsequently communicating—the personality of your institution.
Building the Foundation
All of our projects include qualitative discovery. One of the hallmarks of the Stamats approach is our intensive campus visit. This is when your Stamats team visits your campus to tour the facilities and conduct interviews with current students, administrators, faculty, and staff.
From our in-depth discussions, we gain the kind of impressions, images, and ideas that can be used to create a vivid, accurate picture of your institution. We discover the distinctive flavor and character of your campus community—what truly sets you apart from the pack in "your own words."
This qualitative data can be used to help target your quantitative research (or after the fact, to inform it) or drive your brand marketing strategy and creative executions so that they truly speak the language of your constituents.
Putting Ideas to the Test
As part of our qualitative research services, we also test creative concepts and communication (both existing and new) through focus groups composed of members of your target audience. These "from the trenches" insights help guide your choice of creative direction and ultimately lead to a more effective communication plan.