QUALITATIVE RESEARCH
324 Maitland Avenue
Teaneck, New Jersey 07666
201.837.2207
tanya@tkinsights.com
Raised in London
Has conducted research in
Europe, USA, Asia and South
America
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Graduated summa cum
laude with an MA in
French + German
Moved to the USA in 1992
and worked for Decision
Research/Mercer
Management Consulting
Began her career in
qualitative market research in
1989 in the UK
Worked at Young and Rubicam
for 6 years before founding
TKInsights. Has Synectics
Ideation and online moderating
training
24 Years of Qualitative
Research Experience
in these Product
Categories:
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Retail
Travel/hospitality
Household products
Baby care
Feminine hygiene
Food + Beverages
Luxury goods
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Arts and Crafts
Toys
Beauty/Cosmetics
Fragrance
Skin Care
Oral Care
Pharmaceuticals
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Healthcare/Insurance
Social issues (smoking
prevention among
teens, issues
experienced by
Caregivers of
Alzheimer's patients)
Finance
Technology
TKInsights LLC
is a Full Service,
Qualitative
Market Research
and Consulting
Firm Based In
New Jersey
Conducts full-service
qualitative consumer
research projects – from
screener and discussion
guide design to recruitment
of respondents, moderation
and analysis of results with
turn-key implications for
your business

Specializes in developing
a rich understanding of
diverse consumer segments
– men, women, young
children and teens -- and
translating that knowledge
into strategic
recommendations for all
aspects of marketing and
advertising in order to assist
marketers and advertising
agencies in developing
optimal strategies in their
respective markets

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Committed to knowing both
its clients and their consumers

The focus is on immersion in
the business background of
the client, and then in the
world of the consumer,
getting to know each of them
in as profound and personal a
way as possible so that their
needs can be brought
together

The aim is to unearth
consumer insights, interpret
findings and inform the
development of strategies
which reflect an in-depth
understanding of people as
well as the marketplace

Demands of the New Economy and
World are Changing Qualitative
Market Research.
TKInsights keeps up with
New Methodologies
Established Methodologies
 Focus groups and mini-groups
 One-on-one in-depth interviews
 Dyads/Friendship Pair Pods
 Triads

In the Wild in-home ethnographies

In the Wild in-store ethnographies
 Brainstorming (including Visual Metaphor
and Sensory Trip methodology)
 Phone interviews
 Mystery shopping
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What We Do:
Core
Competencies
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In
the Wild in-home and out-of-home ethnographic
research
 In-store ethnographies
Friendship Pair Pods
Creative advertising development research
Advertising Strategy development research
Advertising and communications testing
New product development research
New concept development research
Strategic brand development
Packaging research
Mystery shopping
Ideation and brainstorming sessions (Synectics training)
Name generation and development
Online moderating – bulletin boards/blogs, real-time online
focus groups, webcam focus groups/one-on-one interviews,
telephonic focus groups, online journaling/blogging
Video Diaries/Blogs
Community space management
Management and coordination of large multi-national
research studies
Target
Group
Specialties

Children
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Teens

Young women

Moms/CEOs of Household

Retailers

Business people

Boomers

Seniors

Physicians
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Healthcare/pharmaceutical
professionals
TKInsights
Believes in
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Bridging research vendor and consulting practices
by acting as a member of the Client’s team
Conducting each research study with intellect,
intuition and integrity so as to inform the strategy
development process to the best of our ability
Drawing on empathic attunement skills to engage
both clients as well as the subjects of the research
studies in a naturally warm and inviting way
Matching empathy and natural ability to divine
nuances in remarks – made by study participants –
with impressive verbal and writing skills
Providing truly personalized, quality service and the
utmost flexibility
What
Differentiates
TKInsights
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
Consistent ability to hear the voice of the consumer and
reflect his/her attitudes and behaviors

Adept at thinking like a Brand Manager – in terms of brand
knowledge and issues

Ability to understand the brand in a multi-dimensional way

Passion for the on-going success of the client in terms of
being a source of relevant information pertaining to your
brand/s and/or the competitive set during and after the initial
engagement

Genuine curiosity and tenacity at getting to the root of each
and every business issue which is researched

Customer-service oriented M.O
 The smallness of the consultancy allows TKInsights to be
nimble, flexible and responsive to our clients’ needs and
project timelines
We excel at
international research
and can execute a
study in Frankfurt or
Shanghai as
seamlessly as one in
Dallas or LA.
While domestic
qualitative work is
certainly our forte, Tanya
Krim of TKInsights began
her career doing
international research
and is still passionate
about doing it
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TKInsights is able to
coordinate and conduct
international studies due to its
multi-lingual staff and
partnerships with other top
facilities, research companies,
translation services and
simultaneous translators
around the globe. All are
ready to help you understand
the complexities of their world.
From research design
and recruiting to
implementation,
execution and
reporting, TKInsights
LLC will manage every
step in the global
research process. Our
capabilities include:
 Project Financials

We are committed to extreme attention to budget details
 Vendor Selection

We are perfectionists and look for global partners who are too. All
of our global partners have been extensively trained and are
experienced in our specific approaches to ensure global
consistency – regardless of cultural differences and language
barriers
 Moderation

Whenever possible, we moderate. However, in markets where we
do not moderate, we train and support local moderators on our
methodologies, engaging in multiple conference calls in order to
ensure that they are fully briefed and comfortable with the
research objectives
 Screener and Schedule Development
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Screeners + schedules are developed in conjunction with our
clients and agencies as well as local facility partners to ensure
optimal recruitment of the correct respondents
From research design
and recruiting to
implementation,
execution and
reporting, TKInsights
LLC will manage every
step in the global
research process. Our
capabilities include:
 Document Translations

We take many steps to ensure that all translation is accurate and timely to
help provide clients with a budget-conscious, timely and seamless
experience
 Recruitment

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Our aim is to recruit excellent respondents as we believe that our
moderators are as good as their respondents
Great respondents can lead to great insights
 In-person Research Facilitation

All project management is handled out of our New Jersey office, although
a TKInsights’ research partner will be available in each respective market
to manage and facilitate the fieldwork
 Travel Guidance

International travel can be challenging. We can provide hotel
recommendations, maps and directions to the facility and ensure that all
your other travel questions are answered
 Facility Set-Up and A/V Recording
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Should Teams be unable to attend in person, we can set-up online video
streaming through Focus Vision or the local facility
We
Recognize
that Each
Client:
Is always on the lookout
for interesting, novel
ways to unearth new
insights from their diverse
target audiences
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Has his/her own unique
personality, modus
operandi and business
needs, and we structure
our work and our reports
to meet your individual
needs
Looks for novel
perspectives and ways
to unearth new insights
from their diverse target
audiences
We
Recognize
that Each
Client:
Has his/her
own unique
personality,
modus
operandi and
business
needs, and
we structure
our work and
our reports to
meet your
individual
needs
Is always on the
lookout for
interesting,
novel ways to
unearth new
insights from
their diverse
target
audiences
Might enjoy working with
familiar faces, but also might
perceive the need to
engage the services of new
ones who can offer them
fresh perspectives on
business issues in their own
business category and others
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Our Goals:
 To support each project undertaken with intellect,
passion and enthusiasm and, as such, be Clients’
interactive and energetic business partner
 To form an inclusive relationship which enables
feedback at key junctures in the research process –
from initial research planning and design to the final
report + presentation stage
 To provide Clients with the benefits of years of wellhoned empathic attunement skills, experience,
personalized service and the utmost flexibility
 To address each Client’s objectives and provide an
insight-rich analysis which can lead to actionable
and impactful marketing efforts
 To create a unique, valuable, inclusive and long-lasting
Client relationship
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Our Mission is to exceed
your expectations by:
Providing insight into the
underlying needs,
wants, preferences and
beliefs that influence
customer behavior and
the market landscape
of our clients and their
competitors to help you
succeed in today’s
ever-changing,
competitive world
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Integrating
recommendations from
qualitative research to
provide marketers with
actionable information to
launch the most
impactful products,
packaging and
communications
Offering total
commitment to
unsurpassed service,
promising to champion
your goals through
effective partnership,
open communication
and a continual
commitment to neverending improvement to
go above and beyond
the highest expectations
How We
Work
 Tanya Krim, owner and CEO, manages and
conducts most of the qualitative research studies
herself
 She works with additional support staff comprised of
experienced recruiters and moderators with whom
she collaborates and partners in a freelance
capacity whenever necessary as they offer a broad
range of skills and resources
 Assignments worked on include those from Fortune
500 companies, advertising agencies, US-based
quantitative research companies who are in need of
qualitative support and partnership as well as
international qualitative companies wishing to
conduct research in the US
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Diverse
Clients
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CVS/pharmacy
Destination Maternity
Bloomingdale’s
Movado
Crayola
Fisher-Price/Mattel
Topps
Nestle Gerber Baby Foods
Mead Johnson Nutritionals
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Unilever – household/foods and
beauty products
Church & Dwight – laundry
(OxiClean/Arm & Hammer)
Church & Dwight sexual health
brands (including Trojan)
Colgate-Palmolive – toothpaste
+ household products
Newell-Rubbermaid – household
products
Reckitt-Benckiser
L’ Oréal
Mane USA
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Aetna Medicare
Allergan Medical
Astrazeneca
Glaxo Smith-Kline
Merck
Wyeth Pharmaceuticals
JP Morgan Chase
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Marriott
American Airlines
Sabra Mediterranean
Wissotsky Teas
Young & Rubicam
G2
OgilvyOne Worldwide
Arnold Worldwide
Examples of
the Range
of Client
Study
Objectives
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Repositioning a national
retailer’s teen department
to help make it more topof-mind, appealing, and
‘happening’ for female
teens
Identifying and
developing the
elements of a retailer’s
loyalty program
Assessing reactions to
store shelf adjacencies
in a national wholesale
store for a household
product
Making refinements to
some packaging for
vitamins so as to
enhance their appeal
at shelf
Refining and updating
the health and beauty
department of a
national drugstore
chain
Developing and
refining new concept
statements for a brand
of baby
formula/breakfast
cereal
Examples of
the Range
of Client
Study
Objectives
Providing directional
guidance for a line of highend watches so as to
improve their appeal
among the female target
audience
Gauging business travelers’
responses to a new airportbased advertising
campaign for an
international hotel chain
Analyzing teen girl
reactions to a new
teen-girl oriented
website and helping
refine its features so as
to enhance its appeal
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Identifying consumers’
preferences for an
upscale, national
department store’s
new Loyalty Rewards
Program
Assessing ladies’
reactions to a retailer’s
store layout and
merchandise offerings
in the beauty category
Providing directional
guidance for a TV
advertisement for arts
and crafts products for
children/air fresheners
in the beauty category
Examples of
the Range
of Client
Study
Objectives
Identifying five different
attitudinal segments for a
large pharmaceutical
company in the hope of
tailor-making new
communications for each
of these segments
Comparing breast
cancer survivors’
reactions to different
print advertisements for
a new preventative
drug
Conducting extensive
one-on-one interviews with
medical directors and
pharmacy directors for an
international
pharmaceutical company
Determining how an
insurance company
could establish a
program that would
benefit their patients’
caregivers
Determining male and
female responses to
new packaging for a
brand of condoms
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Report
Writing and
Analysis
Focus group/one-on-one interviews are usually audiotaped and/or taped on DVD, both of which are available
to clients at the conclusion of the research study
The analysis is inclusive and reflects the input of all respondents
Executive summaries of focus groups/bulletin boards are
usually available no later than 48 hours after the
completion of the final interview
Full, detailed reports are usually available no later than 5
business days after the completion of the final interviews
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Tanya Krim
Tanya Krim of TKInsights LLC began her qualitative research career in London in 1989
when she was hired as a multilingual qualitative researcher. She has been doing
qualitative research ever since, and, fortunately, is very passionate about it. She can
moderate in English, French and German, and also has an increasing knowledge of
Spanish. Setting up and co-ordinating international studies is also one of her areas of
expertise.
Tanya has extensive experience in conducting exploratory research, creative
advertising
development,
brand/product
concept
generation/hypothesis,
brainstorming (using the Synectics methodology as well as others), strategic brand
development, new product development, ethnographic research (in-home and instore) as well as packaging research. She also has experience moderating focus
groups, IDIs, dyads + triads as well as online bulletin boards, webcam as well as
immersive journaling studies.
Over the past twenty three years, she worked for research suppliers and at Young &
Rubicam, NY. She has conducted qualitative research with different types of women,
men, young children and teenagers across numerous product categories including
baby products, toys, arts & crafts, food, beverages, retail, travel, household products,
pharmaceuticals, luxury goods, skincare, cosmetics/beauty products, oral care,
personal and sexual healthcare products, beverages, finance, insurance, and
technology.
She has also conducted social research with adults and children about the
importance of healthy eating and refraining from smoking, drugs, and drinking.
Blending years of experience with intellect and intuition, Tanya supports each project
undertaken with passion and enthusiasm, and as such can be a very interactive and
energetic business partner. Her well-honed empathic attunement skills are used to
engage both her clients and the subjects of her research studies in a naturally warm,
inviting way. Her empathy and natural ability to divine the nuances in remarks, made
by her study participants, are matched by her impressive verbal and writing skills, all of
which enable her to product insight-rich, analytical reports which can lead clients to
actionable and impactful marketing efforts.
When she is not involved in the world of research and business, she is living out her
other passions-- being the best mom she can be to her three children, running,
reading, going to the theater, learning foreign languages and writing.
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