Qualitative research answers ‘what’, ‘why’ and ‘how’ questions by revealing ‘insights’. An insight is consumer need or belief that points to a new brand opportunity. It is also the rocket fuel to super-charge your marketing.
Insights can come from anywhere. So we use mixed methods including focus groups, depth interviews, accompanied shops, observation and inspiring research recruitment and moderation to search for insights in different ways. Also creative market research methods such as setting pre-tasks and using creative stimuli in research. These allow us to investigate from all angles, understand the consumer context and also challenge what they think and feel. In so doing, we therefore dig deeper, and unearth what is hidden or forgotten. Further, by engaging and provoking respondents to develop ideas helps us better pinpoint new opportunities.
When is qualitative research useful?
- In order to understand customers, their needs and types.
- To clarify the customer journey, behaviour, motivations and barriers to select, buy and use.
- To understand brand experiences and attitudes.
- When you have a brand, business or social issue to solve and need to diagnose possible solutions.
- To develop new products, services, marketing communications and businesses.
What we offer
- Bespoke qualitative research services to answer your questions. Usually using one or more of focus groups, depth interviews, accompanied shops or observation. Either by telephone or online to preserve social distancing, or where possible face-to-face. Online qualitative methods help reach wider geographic areas, as well as collect rich audio-visual material, such as video footage, and photographs. All helps us bring your customers closer to you.
- Research planning workshops to finesse the research plan.
- Full service research and analysis to develop new marketing or brand strategies, communications, products or services.
- Creative services to develop stimuli and deliver inspiring debriefs, including for example films or infographics.
Browse our market research success stories and then get in touch for help to write your market research brief or request an inspiring (and free of charge) proposal.