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D.S. Fraley Associates designs exploratory research with the objective of defining people's needs and identifying ways in which products and services can best meet those needs.  Exploratory research investigates how products support the process in which, and for which, they are being used.  D.S. Fraley uses intensive screening of attitudes and behavior, demographics and lifestyles to divide targeted consumers into qualitative segments, clustering people by similarities of mindset, lifestyle, and demographics.

Exploratory research with these segments provides fundamental understandings about consumer types and about the beliefs, attitudes, behaviors, lifestyles, and changes taking place in specifically targeted consumer segments.

Core User Identification

To focus in on issues related to existing brands, products or services, D.S. Fraley identifies optimal core users of specific products to capture insights from those who like the products best.  Their beliefs, attitudes, and behaviors are compared to those of other targeted consumer segments.  Analysis of different segments defines overlaps in attitudes and needs.  Qualitative segmentation spotlights the areas where the responses of the core users intersect with those of potential consumer segments. In the case of innovative products, it identifies the consumers who are the likely target.
 

 
  Pioneers' Point the Way to the Future

To identify the signs and directions of change toward 'what will be' in the future, D.S. Fraley targets and works with 'pioneering' consumers who operate from the 'new' mindsets.  Their needs, behaviors, lifestyles, and attitudes are explored in depth to pinpoint fundamental issues of coming importance, which should be considered as companies plan for the future.