IRIS Communications

IRIS Communications Profile and History

iris does two big things: we help client organizations understand their customers. And we help customers understandand loveour clients brands. Marketing research is how we help our clients get to know their customers deeplytheir needs, preferences, behaviors, what motivates them, and why. Brand activation is how we get customers to know and love our clients and their brands. Every business decisio n is made on the basis of something. In the absence of hard data, that something might be guesswork. Or fear. Or force of habit. At iris, we understand that reliable data is the starting point for any meaningful decision-making. to deliver our clients data they can trust. Then we present it to them in clear, jargon-free reports and presentations so they understand how to translate research findings into concrete next steps. Quantitative and qualitative research are like two wings of a hawk: when working together, they raise us to an elevated understanding and provide a panoramic view of the situation on the ground. Quantitative data gives a factual basis for planninga snapshot of a situation. Qualitative information can go deeper, to find out the things that really matter to consumers. For example, in a quantitative survey, 80 out of 100 consumers might confirm that they prefer one brand of tea over another. But valuable information comes from understanding what drives that preference. Is it the smell? The taste? The packaging? The name? The price? A combination? iris takes pride in providing our clients with a rich understanding of their target audience, producing methodologically rigorous but reader-friendly research. We analyze information conveyed through language and behavior about beliefs, values, feelings, and motivations that underlie behaviors. Our approach identifies what consumers say they wantas well as the needs they havent articulated yet. Our research expertise includes study design, technical advice and support, reference materials, qualitative software, audio and video taping, interviewing and ...