EQ™ Vault
The Explore Qualitative™ (EQ™) Database captures consumer perspectives on the unmet needs, strategic issues and new concepts that shape the future of retail saving, investing and financial advice.
“Explore calls the trends right,”
Explore Qualitative™ studies cover the forward-looking issues on the minds of senior executives through discussions on carefully selected topics with curated groups of consumers that inform long-term strategy, product innovation and marketing communications. With more than 20 EQ studies over 10+ years, the library of 100+ EQ™ modules includes many topics that H&W has been exploring for years, which are only now more widely recognized as important.
Each year, several EQ™ modules are released to all Trends™ Subscribers. Beyond that, EQ™ Vault provides access to all modules, and soon, a searchable quotes database for executives in strategy, innovation, product and communications who want more.
How Explore Qualitative Works
EQ’s accurate track record of seeing the future is grounded in the methodology outlined below. Each Explore Qualitative™ study starts by collecting input from leading thinkers around the industry on emerging themes. Focus groups are held in select cities across the U.S.
- Age, financial and lifestage criteria
- Filters
- Behavioral/attitudinal segments that expose nuances on the theme