Qualitative Insights Services

Uncover consumer emotions and motivations to illuminate the “why” behind the “what.”

Qualitative insights methods enhance customer centricity and fuel strategy by bringing buyers to life. Through our industry-leading qualitative market research services, we help businesses identify the “why” behind customer behavior, illuminating unmet needs, informing opportunities for innovation and enabling longitudinal learning about how consumer preferences, influences and motivations shift over time.

Grounded in key behavioral science principles, our qualitative insights solutions foster empathy and actionable understanding by contextualizing need states and humanizing customer segments, empowering organizations to deepen connections with their audiences and grow in relevance.

Behavioral Science

6 Behavioral Science Principles for Deeper Human Insights

PERSPECTIVE

Client Story

Preparing a Global Banking Leader to Embrace the Future of Digital Payments

CLIENT STORY

Human Centricity

Continuous Cycles of Learning and Making Can Transform Businesses

PERSPECTIVE

Client Story

Partnering with Expedia Group to Make Travel More Inclusive and Accessible

CLIENT STORY

Explore Our Qualitative Insights Services

Ethnography

Conduct in-home or on-site observation of how customers actually use or buy products and services, facilitating deeper discussion and exploration of the “why” beneath behaviors.

Cultural Foresight + Insights

Semiotics, ethnography and social analytics identify where culture is going and create rich context for innovation and a powerful vision for sustaining relevance.

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Online Anthropology

Derive rich, actionable insights from millions of organic online conversations about brands, competitors and industries, from overall sentiment to key consumer themes and pain points.

Communities

Using technology to engage deeply with the same individuals over time, communities reveal the everyday lives of people and their needs, as well as quick-hit answers to the hot topic of the day.

Moderated Focus Groups

In-person or online discussions among several category users, facilitated by a moderator who can direct the conversation and probe where needed, leading to synergistic discoveries and debates.

In-depth Interviews (IDIs)

One-on-one conversations that follow a guide but not a script, exploring relevant topics in-depth with the flexibility to allow the conversation to progress naturally.

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