Kannon understands the different requirements for both consumer and
business-to-business qualitative research.

Focus Group Moderation:

Consumer and B-to-B

Understanding the consumer marketplace to conduct qualitative research requires the ability to empathize with everyday people. While Kannon has worked in building consumer strategies for traditional packaged goods products, we are most known for our work in specialty consumer sectors – telecommunications, financial services, digital, healthcare, education and technology.
Working the business-to-business market requires an appreciation of how individuals and organizations make decisions. We have worked in several B-to-B sectors, including advertising, telecommunications and insurance.