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© Palma Co.

serious research never boring
About

We’re a client-focused firm providing Qualitative Insights and Ideas to a wide range of clients.

We offer expertise and innovation when we design and execute marketing research studies.

We answer our clients’ need for accurate information and fresh ideas with integrity and intelligence.

We have developed strategic thinking, skilled moderating, and creative, contemporary methodologies for over 30 years.

We offer focus groups and in-depth interviewing in a variety of settings – from traditional facilities to in-home or on-site locations. We also work in the digital research world of on-line groups, one-on-ones and pre-defined communities.

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Christina Broat

With over 15 years in the consumer insights industry, Christina brings knowledge and perspective to every project. Her expertise and skills have been attained by moderating and supporting hundreds of focus groups, in depth interviews, ideation sessions, on-site experiential, ethnographic and digital studies. Christina’s natural warmth and kind-hearted humor often paves the way for respondents to share their opinions in a comfortable, supportive environment, resulting in sensitive truth telling which leads to actionable insights.

Christina Broat

With over 15 years in the consumer insights industry, Christina brings knowledge and perspective to every project. Her expertise and skills have been attained by moderating and supporting hundreds of focus groups, in depth interviews, ideation sessions, on-site experiential, ethnographic and digital studies. Christina’s natural warmth and kind-hearted humor often paves the way for respondents to share their opinions in a comfortable, supportive environment, resulting in sensitive truth telling which leads to actionable insights.

Our Story

In 1979, a temporary typing opportunity introduced Terri Palma to the world of market research. The industry was a natural fit for her intelligence, quick humor, and analytic acumen, and one year later Palma Companies was born. Since then, we’ve worked on countless strategic projects, owned and operated a research facility, and have developed an array of tools and techniques.

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Our Story

In 1979, a temporary typing opportunity introduced Terri Palma to the world of market research. The industry was a natural fit for her intelligence, quick humor, and analytic acumen, and one year later Palma Companies was born. Since then, we’ve worked on countless strategic projects, owned and operated a research facility, and have developed an array of tools and techniques.

Christina has been a part of the Palma Co team her whole life and brings passion, energy, and a fresh perspective to every project. Her eye towards new technologies and digital research tools help to keep Palma Co poised to capture consumer feedback in the ever-changing marketplace.

For decades, clients from Fortune 500 firms have contracted with Palma Companies to add consumer insight and strategic intelligence to a wide range of business issues. The result has been better business decisions for our clients… and a lot of knowledge for us! We learn something from every person we talk to (consumers and clients alike) and those lessons invariably shape and enrich our perspectives, adding value to each ensuing project.

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Terri Palma

Known for her ability to talk to anyone, about anything, Terri’s been chatting with respondents of all sorts for over 40 years. No matter the setting, she shares a sense of understanding with respondents – finding emotional answers as well as surface responses. Clients appreciate Terri’s ability to quickly synthesize consumer response and provide frameworks for their decisions. Terri loves a good conversation and a heartfelt laugh.

Terri Palma

Known for her ability to talk to anyone, about anything, Terri’s been chatting with respondents of all sorts for over 40 years. No matter the setting, she shares a sense of understanding with respondents – finding emotional answers as well as surface responses. Clients appreciate Terri’s ability to quickly synthesize consumer response and provide frameworks for their decisions. Terri loves a good conversation and a heartfelt laugh.
Services

If listening to others and learning from them is a priority for you, look for a research company that provides top quality moderating; it’s the single most important element in qualitative research. The validity and reliability of qualitative information is largely dependent upon the expertise of the researcher.

It all comes down to a conversation, whether in person or digital – a dialogue which leads to meaningful communication with your targeted audience.

All of our projects feature:

  • Intelligent Planning
  • Efficient Design
  • Professional Execution
  • Insightful Analysis
  • Actionable Results
Our Philosophy

We are effective
You’ll always get the answers you’re looking for and maybe even a few nuggets of truth you didn’t know you needed.

We are smart
In addition to findings from the research we conduct, you can count on insights about what those findings mean for you and your company.

We are transparent
We’re going to be honest with you about our findings, our methodology, and what we think is best for you.

We are flexible
Whether it’s guiding an impromptu follow-up discussion, changing an activity mid-group to make it more effective, or even repurposing groups before they start, we work well on the fly to get what you need. Transitioning traditional in-person methodology to a digital space is an area of expertise.

We are a lot of fun
We always find a way to laugh amid the listening and learning, because people are interesting, no matter what side of the mirror they’re on.

Clients
Digital

Research

With COVID restrictions limiting the feasibility of in-person research, Palma Co adapted a recurring methodology for sampling new products into a digital space, keeping clients and participants safe and allowing for new insights.

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Digital

Research

With COVID restrictions limiting the feasibility of in-person research, Palma Co adapted a recurring methodology for sampling new products into a digital space, keeping clients and participants safe and allowing for new insights.

Methodology

Instead of serving newly developed products to participants in a test kitchen, Palma Co coordinated delivery of products to consumers households and conducted upfront discussion and product reaction via a digital platform.

Participants shared their thoughts via text and video and allowed our client to see how these new food products would be enjoyed as part of their everyday life (as opposed to the sterile environment of a focus group facility).

Product Development

Research

Working to differentiate in a sea of sameness, our clients wanted new menu items and a refreshed restaurant experience to set them apart from the competition.

Our work created a pipeline of customer-approved menu item…

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Product Development

Research

Working to differentiate in a sea of sameness, our clients wanted new menu items and a refreshed restaurant experience to set them apart from the competition.

Our work created a pipeline of customer-approved menu item ideas and prioritized capital expenditures on in-restaurant improvements.

Methodology

Palma Co conducted three integrated ideation sessions with internal thought leaders, industry experts and creative consumers to identify new menu item options. We developed product concepts, refined them in focus groups, and moved them into quantitative screening.

In conjunction with product development, on-site in-depth interviews with customers in the client’s restaurant and competitors to determine first-had what customers notice, value and acknowledge as key brand communicators.

Core Values

Research

The maker of multiple salty snacks needed to speak clearly to the specific targets for a large portfolio of brands, each providing similar products.

Our work defined the psychological and lifestyle relationships held in…

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Core Values

Research

The maker of multiple salty snacks needed to speak clearly to the specific targets for a large portfolio of brands, each providing similar products.

Our work defined the psychological and lifestyle relationships held in common by clear-cut consumer segments which led to targeted communications and messaging. We created the framework for making emotional connections with the customer – speaking their language and placing the brands in appropriate contexts for their lives.

Methodology

Palma Co conducted 150 in-depth interviews with loyal users of 7 specific brands over the course of 18 months. We created clearly defined profiles of specific consumer segments based on differentiated Core Values.

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