Zimmerman Associates specializes in the application of qualitative research to provide clients with marketing insights and direction.

Karen Zimmerman brings over 25 years of marketing research experience, with a background of research design, analysis and interpretation directed toward management decisions.

Her research experiences spans the entire product lifecycle, from customer understanding, buying process and new product evaluations to positioning, message and communication testing.

She has conducted research domestically as well in Brazil, Canada, France, Germany, Italy, Spain and
the UK.

Qualitative research services include:

  • Focus Groups
  • Mini Groups
  • One-on-one / In-depth Interviews
  • Telephone Interviews
  • Usability Testing
  • Ethnography

Karen has a talent for sensitive and attentive probing to establish the trust necessary to connect with respondents. She uses projective techniques, qualitative brand mapping, collages and mind mapping to uncover in-depth attitudes and perceptions.

For the majority of projects, Karen Zimmerman handles all aspects of the work, from problem definition and study design, to topical outline development, moderation, analysis and report preparation. In this way, all clients receive the personal attention and experience of a seasoned professional.

Ms. Zimmerman is currently serving on the board of the Philadelphia / Delaware Valley Chapter of Qualitative Research Consultants Association (QRCA). She is committed to the highest standards of professionalism and ethics in qualitative research.