QUALITATIVE RESEARCH

UNCOVERING THE HIDDEN DRIVERS OF CONSUMER BEHAVIOR

Sound, empathic research to determine the why and how

We live in a ‘big data’ society, yet the value of ‘touchy feely’ qualitative research remains alive and well.
We provide nimble, insight-driven qualitative research - both in-person or digital - to help brands reinvent the way they engage with people. Whether it’s about a product, service or program you need insight for, we employ a range of techniques to uncover consumers’ deeper attitudinal, behavioral, psychological and emotional truths, and we mine the data to obtain rich insights to optimize brands’ customer engagement.

QUALITATIVE EXPERTISE
TO FIT YOUR NEEDS

Our qualitative research toolbox blends traditional approaches with online, hybrid techniques that get the most from participants. We customize our approach to every project and deliver the results you need. Our expert team has supported clients across initiatives including iterative product development and optimization, category trend immersion, communication strategy optimization, in-situ product testing, and consumer journey.

We love connecting with people, so depending on your objectives we might use one or more of these methodologies. This is just the beginning of what we’re capable of when understanding the why behind what your consumers do.

Focus Groups/
Mini Groups

Moderators use an array of activities, discussion techniques and diverse stimulus material to gain insight into attitudes, behaviors, and drivers, and unearth subconscious feelings and perceptions across diverse product arenas and industries – from kids and moms to Millennials and older adults.

In-Depth Interviews and

IDIs give clients a deeper dive through an interview with a single individual who is interviewed in-depth about a specific subject. This can assist clients with exploratory research, new concept and product development, strategic planning, new product testing as well as usability testing.

Blogging, Diaries, Online Bulletin Boards

Online bulletin boards and communities offer a way to engage deeply with a wide range of consumers in an online platform over several days or longer via diverse discussions, assignments and activities. Online communities are highly effective at helping to uncover emerging trends, determining the strengths and limitations of new concepts, products and ad campaigns. They also create a space for ideation and co-creation.

Ethnography

Rooted in the discipline of anthropology, ethnography uses direct observation and a loose structure of open-ended conversation to gain a more holistic perspective. The goal is to observe respondents and their lives/experiences first-hand, in real-time, in order to identify the underlying motivations behind specific behaviors or opportunities for innovative product development.

Shop-Alongs

Shop-alongs/eat-alongs are intended to collect real-time feedback from consumers engaging in a retail/eating experience or any other ‘in the wild’ experience such as watching a movie or taking a train/bus ride. Our researchers observe all behaviors and interactions including emotions and decision-making processes at each touchpoint so as to unearth all the strengths, limitations and need gaps/opportunities in the experience.

Dyads, Triads,
Friendship Pairs

Dyads and triads are in-depth interviews with two or three people, sometimes with an established connection between participants (e.g friends, family/household members or a business team) – but sometimes people who use the same product/service or share an interest. This methodology is especially suitable for personal or sensitive topics which benefit from a more intimate setting – such as for a health or finance study - or for activities people do in smaller groups.

Expert Interviews

Often times we need to hear from the people who know the category the best to understand key trends and growth potential in the category. We’ll find the most interesting people and the best in their field and interview them to help you lead your business decisions more informed

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