Qualitative research allows you to get answers to the "how" and "why" questions.
One of the most popular methods of qualitative research are focus group interviews (FGI) and in-depth interviews (IDI).During talking and integration with respondents, we get to know their opinion about the issues that interest us.
Qualitative research is for you if you want to:
Understand the motivations behind shopping decisions.
Identify trends and not short-term market opportunities.
Find out why customers buy a brand or product.
Determine the way they use the services/ processes
Determine the keywords, marketing wording
Specify the brand image, marketing strategy.
Adjust in communication to the needs, values, lifestyles of target groups.
Due to quantitative studies we are able to interpret emotions, hidden motives of actions, identify specific behaviors or learn patterns of thinking.
An individual in-depth interview or group discussion (focus)?
Individual interview allows full freedom of expression, thanks to which we can learn the motives that guide the respondent's actions, attitudes, impressions and emotions. The nature of conversation is of great importance. We prefer to use locations which are native for a specific target group (F2F, WhatsApp).
Focus, meaning a Focus Group Interview, is conducted with several people at the same time. Group discussion allows to release group dynamics, which are particularly important during creative studies (e.g. brand image).
Both the interview and the focus are carried out according to the scenario/ flow. Qualitative focus groups allows to put changes during the process (e.g. concept tests) and organize them as a workshop sesions (e.g. 2-3 days).
The effect of qualitative research
Qualitative research is particularly useful when you want to examine the brand image, understand consumer behavior or generate insights for marketing communication.
Due to qualitative approaches we are able to understand the purchasing process, generate and test ideas, insights or multi-dimensionally evaluate the concept, product or packaging. We are able to improve the visibility of the logo, brand tonality, increase persuasiveness of marketing activities.
Examples of qualitative research
Qual allows to verify the potential of a new ideas, concepts, ads and TV spots, websites. Qual helps to identify needs, motivations, ocassions and drivers. A unique feature of qualitative research is the ability to change the perception of business and relationships through the prism of the consumer, customer and distributor.
Qualitative research is an important element in the creation of marketing and sales strategies. Over the last year, we conducted more than 20 qualitative research, including: research on advertising effectiveness, packaging, brand image and concept research. Our recommendations have helped in achieving marketing, product and business goals of financial services companies, marketing agencies, FMCG and B2B brands.
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