Qualitative Insights Services

Best practice qualitative methods uncover emotions and triggers, providing deeper insights that address the why behind the what.

Qualitative methods improve customer centricity by bringing buyers to life for employees. They can:

Identify unmet needs to identify white space for innovation
Aid concept development through co-creation so your teams learn and adapt rapidly
Stimulate empathy and understanding by bringing segments and need states to life
Offer longitudinal learning through proprietary online communities that reveal changes over time in preferences, influences and behaviors

Key benefits of qualitative research include:

Culture Safaris

Quickly assess a location, situation or other context in order to identify key themes or areas of interest to explore further.
Ethnography

In-home or on-site observation of how customers actually use or buy products and services, bypassing posturing and facilitating deeper discussion and exploration of why’s beneath behaviors.
Online Anthropology

Qualitative deep listening at massive scale. Analysis of all publicly accessible online comments about the category with a focus on uncovering pain points, motivations, trends and potential whitespace.

Learn More Learn More
Qualitative Communities

Longitudinal online forums where participants can reflect, do homework assignments and collaborate, debate or contribute independently as appropriate for the timely question at hand.

Learn More Learn More
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 (IDI’s)

One-on-one interviewer-driven conversations that follow a guide but not a script, exploring relevant topics in-depth with the flexibility to go where the conversation goes naturally. Best for sensitive topics.

Have Questions? Get In Touch