InterQ
Transformative Customer Insights
Headquartered in Silicon Valley, InterQ delivers innovative market research, including qualitative (focus groups, in-depth interviews, ethnographic research), quantitative, UX testing, and online and mobile research. We work with companies locally and nationwide, providing product concept testing, new territory research, advertising messaging testing, and customer journey mapping. We use the most technologically advanced software, allowing us to conduct research online and on mobile devices, as well as in traditional settings
United States
650 California Street 7th Floor,
San Francisco,
California
94108
4154487550
$200 - $300/hr
2 - 9
2015
Industry Focus
- Other Industries - 20%
- Business Services - 10%
- Consumer Products - 10%
- Education - 10%
- Information Technology - 10%
- Telecommunication - 10%
- Media - 10%
- Utilities - 10%
- Retail - 10%
Client Focus
95% Small Business
5% Medium Business
Detailed Reviews of InterQ
Executive Interview of InterQ
Joanna Jones
CEO & Founder
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Please introduce your company and describe your role within the organization.
InterQ Research is a leading tech-industry qualitative market research firm in the San Francisco Bay Area. InterQ specializes in focus groups, in-depth interviews, ethnographic research, and quantitative surveys. We use both traditional qualitative methods and online/mobile research tools. InterQ’s clients include Delta Air Lines, Audi, Google, Salesforce, and Visa.
InterQ was founded by Joanna Jones in 2015 and is a certified woman-owned business. At InterQ, Joanna oversees all of the projects and research design, builds relationships with clients, and manages the team of researchers.
What inspired the founding of your company, and what is the story behind its inception?
Joanna had worked in ad agencies at the start of her career, and she loved how agencies used research to unlock customer insights that ultimately informed campaigns. Since her background and degree was in psychology, she decided to open her own firm, specializing in technology research, new product launches, market positioning, and UX research.
What are the core values and principles that drive your company's culture, and how do you ensure alignment with these values across your team?
As a woman-owned company and small business, InterQ focuses on customized, tailored research. InterQ’s culture is to ensure companies have an unbiased understanding of their customers through qualitative and quantitative research. InterQ is constantly searching for and using the latest technologies and AI platforms to enhance its research offerings.
Can you highlight some of the key achievements or milestones your company has accomplished since its inception?
In 10 years, InterQ has landed partnerships with some of the world’s leading brands including ground-breaking research for Delta Air Lines, Audi, Google, and Salesforce (to name a few brands). InterQ’s research has been presented at large conferences, including the Consumer Electronics Show (CES) in Las Vegas, and InterQ’s founder has written an academic article on advanced research techniques that were published in a leading marketing journal.
Could you explain your company's business model? Do you primarily operate with an in-house team or utilize third-party vendors/outsourcing?
InterQ has an experienced internal team of seasoned researchers who specialize in social listening, qualitative research, quantitative research, and multi-cultural research. We outsource survey work to third-party panel vendors.
How does your company differentiate itself from competitors in the industry?
InterQ specializes in the technology industry and is able to tackle and design research studies of high complexity, for industries ranging from cybersecurity to architecture, to AI companies. We also work with government entities, non-profit organizations, and consumer-product companies.
How would you describe the dynamics within your team, and how do you foster collaboration and teamwork to achieve common goals?
InterQ’s team has been working together for over 15 years (many team members met at previous agencies). Each member is tasked with their specialty and understands the overall vision of how it fits into the bigger research goals.
What measures do you take to support the professional development and growth of your employees? Do you offer training programs or opportunities for skill enhancement?
InterQ team members attend industry conferences and are members of research associations, which offer training and the latest innovations in research. Additionally, through its work with its clients, InterQ is constantly using the latest technologies and methods, especially with AI.
Could you share a notable success story or case study that exemplifies the impact your company has had on a client's business?
Delta Air Lines wanted to understand passenger stress when flying and combine these insights with biometrics. InterQ pioneered a new research technique, using biometrics (through Fitbits, which passengers wore), paired with mobile ethnographies. This gave a complete picture – qualitatively and backed by biometric data – on where passengers suffer the most stress when flying. From this research, Delta has developed ways to ease passenger stress when traveling.
What industries do you primarily cater to, and do you have a significant percentage of repeat clients? If so, what is the ratio of repeat clients?
The majority of InterQ’s clients are in the tech industry, though InterQ also works with small firms, startups, and government organizations.
What initiatives does your company undertake to foster innovation and stay at the forefront of industry trends? Do you invest in research and development projects?
We are a research and development company, and we are constantly testing out the latest research platforms and AI research products.
Please share some of the most sought-after services that clients approach your company for.
UX testing, focus groups, ethnographic research, surveys, and social listening reports.
How do you build and maintain strong relationships with your clients, and what mechanisms do you have in place for gathering and acting upon client feedback?
InterQ works closely with client teams through each step of the research process and facilitates clear communication and updates as the research is being conducted.
How has your company adapted to changes and challenges in the business landscape, and what strategies have you employed to ensure resilience and sustainability?
Much of the research InterQ does for clients is to help clients adapt to a changing business environment as well as give clients insights into how consumer tastes and decision-making evolve.
Internally, InterQ constantly tests out new research platforms and technologies. We have leaned heavily into new AI tools that make synthesis faster.
What payment structure do you typically follow when billing clients? Is it Pay per Feature, Fixed Cost, or Pay per Milestone (phases, months, versions, etc.)?
We bill with an hourly rate and then bill materials (transcription, participant incentives, facilities, etc.) at cost. We bill 50% upfront and 50% upon delivery of the project.
Do you accept projects that meet your basic budget requirements? If yes, what is the minimum budget requirement? If no, what is the minimum budget you have worked with in the past?
Our minimum is $10k.
Can you provide an overview of the price range (minimum and maximum) of the projects your company worked on in 2024?
This is confidential.
What technological capabilities does your company possess, and are there any ongoing or planned investments in technology infrastructure or tools to enhance your services?
We have invested in the latest AI marketing tools.
Where do you envision your company in the next 10 years? What are your long-term goals and aspirations for growth and development?
InterQ’s goal is to continue to serve our current clients with the highest-quality research and innovative methods. We are excited to partner with new firms in the next 10 years. Our goal is to stay small, focused, and provide custom research.