Comprehensive Research Methodologies for Insights

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Methodologies

At Insights Center, we offer a comprehensive suite of research methodologies tailored to uncover authentic consumer insights. Whether your product is in the concept phase or already on shelves, our qualitative and quantitative methods—supported by home use testing, scent studies, and tactile evaluations—deliver clear, actionable data to help you make confident decisions. Not sure which test or combination of tests are right for your needs? Contact us today to explore your options.

Qualitative Research

Get to the heart of the consumer experience.

Our qualitative research methods are designed to dive deep into consumer perceptions, preferences, and emotions. Through focus groups, in-depth interviews, and ethnographic studies, we uncover the why behind consumer behaviors. These insights provide a rich understanding of how your products and brand resonate with real people in real situations.

In-person focus groups and interviews
Online qualitative platforms
Ethnographic and observational research

Whether you’re exploring new concepts, testing prototypes, or refining messaging, our qualitative research uncovers the human stories that drive consumer choices.

Quantitative Research

Data-driven insights you can rely on.

Our quantitative methodologies deliver statistically significant data that helps you make informed, confident decisions. We use large-scale surveys, central location testing, and sensory panels to gather measurable insights about consumer preferences, product performance, and market potential.

Consumer surveys (online & in-person)
Sensory testing & central location tests (CLTs)
Concept & product validation

From early-stage product development to post-launch evaluations, our quantitative research provides the numbers you need to back up your strategies.

Home Use Testing

Real feedback from real-world use.

Home Use Tests (HUTs) place your product in the hands of consumers, letting them experience it in their own homes as part of their daily routines. This methodology delivers authentic feedback on how your product performs in real life—offering valuable insights into satisfaction, usability, and purchase intent.

Authentic, in-home evaluations
Longitudinal feedback over time
Deeper understanding of usage behaviors

HUTs allow you to assess performance outside the lab, ensuring your product fits seamlessly into consumers’ lives before going to market.

Scent Testing

Harness the power of fragrance to create emotional connections.

Scent plays a powerful role in shaping consumer perception, emotion, and memory. Our scent testing methodologies help you evaluate the impact of fragrances on product appeal and brand experience. Whether integrated into a product, packaging, or retail environment, we test how scents enhance emotional engagement and brand affinity.

Fragrance evaluation & preference testing
Scent performance over time
Emotional & behavioral impact studies

From personal care to home care and beyond, we help ensure your scent strategy enhances product desirability and strengthens your brand identity..

Tactile Testing

Optimize the feel of your products and packaging.

How a product feels in a consumer’s hands can make or break their experience. Our tactile testing services evaluate texture, weight, ergonomics, and overall sensory feel—whether it’s the smoothness of packaging, the comfort of a grip, or the fabric of a wearable product.

Texture and Material Evaluations
Ergonomic and Handling Assessments
Sensory Feedback on Product and Packaging Feel

Insights Center provides actionable insights that help you refine physical attributes for improved user experience, product satisfaction, and brand perception.

Suites

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Test Kitchens and Sensory Suites

At Insights Center in Denver, our state-of-the-art commercial-grade kitchen is purpose-built for food and beverage sensory research—whether you’re conducting simple taste tests or complex product development studies. Equipped with both residential and commercial ovens, walk-in coolers, and expansive prep space, the kitchen offers the precision and control R&D teams need, along with the comfort and efficiency marketing teams appreciate. Its flexible design supports everything from early-stage innovation to final consumer validation.

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Computerized Test Labs

You won’t find more innovative spaces than Insights Center’s Computerized Test Labs at more competitive prices. We can seat up to 30 participants at comfortable stations that offer privacy and reliable high-speed WiFi. Adjacent Client viewing rooms and lounges are designed for comfort and convenience, with mini bars, snacks, and massage chairs.

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Flex/Focus Suites

Insights Center’s flexible focus suites adapt to any research need, with three rooms seating 30+ and one-way mirrors for observation. We offer ventilated spaces for scent tests, changing booths, portable sinks, and fully customizable environments—whether replicating a backyard, hospital, bar, or home setting—to ensure participants feel at ease and clients gain authentic, actionable insights.

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Unique Features

The Insights Center offers flexible spaces that transform into comfortable living rooms spaces, realistic retail stores, and lifelike in-home ensuites with sink set-ups. Our goal is to help participants relax so you get authentic reactions and opinions that can help you ensure your brand, products and services are most relevant to your consumers.

Industries We Serve

Our goal is to help you uncover the key insights you need to connect with your consumers and build leading brands in your industry. While we have extensive experience in the industries listed here, our multi-faceted, super-flexible facility makes it easy for us to expand beyond. We can accommodate whatever your study requires, including immersive environments for realistic testing, luxurious client lounges, and spacious viewing areas designed to capture authentic feedback and refine products for market success.