Our Expertise

Trailblazer Research offers qualitative researchWe are a niche market research business offering both qualitative and quantitative research using a range of new technologies that enable us to engage more meaningfully with your customers and drive better business decisions. 

Our business enhancing insights are delivered using a blend of online discussion boards, online chats and forums, online and traditional focus groups, heat maps, white boards and online and touchscreen research. 

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Online_Discussion_Boards Online discussion boards (AKA bulletin boards) have been designed for qualitative research, are intuitive and embrace social media concepts. 

Designed for up to 30 participants and run over 3 days using today's preferred mediums (phones, PCs, iPads), participants log in multiple times and provide more considered feedback. 

With a full transcript, outcomes are rich and meaningful and provide research findings that drive action.    

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Interview with tablet PC Interviewer-assisted research provides an engaging and interactive method of gathering feedback at an event or location.

It has a high response rate with respondents happy to provide feedback at the point of their experience. 

It avoids data entry errors and is useful when a database is not available to conduct online research and it has a higher uptake than paper questionnaires.


Trailblazer Research Flyers

Trailblazer Research Online Discussion Flyer


Understanding Trailblazer Research Focus Group Options Flyer


Trailblazer Research Online Research Tools Flyer - Heat Maps and Whiteboards


Heat Maps

Heat maps can be used as a standalone research tool or incorporated as part of an online discussion board or online focus group project.

A heatmap is a tool used in market research to easily test any type of digital image. Each participant provides feedback on specific areas of the image identifying what they like, dislike and think about various aspects of the image.  They then elaborate and explain their opinions to give them context.

Heat maps use colour to visualise data and provide visual storytelling.  They convey information that may otherwise be hard to determine.  Findings identify what consumers like best and least and provide direction regarding required changes to improve success. 

To understand where changes need to occur, heat maps are a highly effective way to gather feedback from consumers about labels, branding, advertising and promotion.

Heat maps are one of the fastest and most effective ways to gather feedback on new products and help to understand what consumers are looking for. Before the launch of advertisements or social media promotions, specific feedback from heat maps can lead to crucial graphic or text changes.

Information gathered from heat maps can be segmented to identify differences in opinions between groups.


When to use heatmaps:


Trailblazer Research Online Research Tools Flyer - Heat Maps and Whiteboards


Touchscreen Research:

Interviewer-Assisted Touchscreen Research:

Interviewer-assisted research with tablet PCs provides an engaging and interactive method of gathering feedback at an event or location.  

In 2020, we successfully engaged with tourists visiting Akaroa and achieved a high response rate with respondents happy to provide feedback at the point of their experience. 


Benefits include:


Self-Administered Touchscreen Research:

Self-administered research is an effective method of data collection at events, tourist attractions and medical centres. With a Digivey touchscreen research project tailored to your business branding, respondents can answer up to 10 questions within 1 minute.


In both 2019 and 2020, Trailblazer Research conducted multi-lingual customer research projects at i-SITE Christchurch incorporating Mandarin and Japanese versions in order to engage with Asian tourists.


DigiveyPlus Online Surveys:

DigiveyPlus online surveys are professionally presented, fast to complete, responsive and mobile device friendly adapting to the size and shape of your screen. 

DigiveyPlus online research projects can be completed individually or in tandem with online discussions or touchscreen research.  For identical online and touchscreen projects, results can be combined seamlessly giving clients the opportunity to increase their sample size by surveying using both online and touchscreen research.

Online projects can be personalised with your branding, logo, fonts, colours and copyright.  Images can also be incorporated into the project. 

TSMR provides a full mobile-friendly online research packages with options to:



TSMR Clients

 Parliamentary Service TSMR Visitor Research Client University of Canterbury TSMR Patient Satisfaction Research Client Since 2009Ashburton District Council TSMR Research Client  The Food Show TSMR Database Collection Client Waikato Home & Garden Show TSMR Voting and Onine Research ClientCanterbury_Breastcare_TSMR_Client Rotorua Daily Post TSMR Client since 2012Waikato Show TSMR Touchscreen Research ClientBlack Cat Cruises TSMR Customer Research ClientHome & Interiors TSMR Online Visitor Research ClientAirforce Museum Wigram TSMR Touchscreen Visitor Research ClientVbase_TSMR_Client