- Leveraging 25 years of consumer marketing experience in the UK/Europe and in the US to reveal fresh consumer insights that are relevant and directional and inform management teams in making more valuable decisions.
- Focused on bringing rapid, in-person, qualitative consumer understanding to the client/agency team without compromising depth of understanding and ensuring immediately actionable results.
- In the past five years clients have included: 7x7 Magazine, Annie's, BevMo!, Birds Eye Foods, Brita, Cisco, Clorox's Fresh Step, d-CON, Dole, Ebro, facebook, Fleischmann's, Google, Hormel, IHOP, Kraft Europe, Kroger, LeapFrog, Milton's, Nestle, PepsiCo, PG&E, Quaker, Sabra, Samsung, TurboTax.
- All 7 Best Practices
- Pre-Call Discovery Process
- One-on-One Call with Expert
- Session Summary Report
- Post-Session Engagement
Market Research - Qualitative Consumer Insights
Qualitative research is the search for a deeper understanding of human behavior, attitudes, opinions and perceptions to provide insights to inform businesses, non-profits, educational establishments, Government services, etc. It is applied in market research by communicating directly with consumers – through in-person methods ranging from in-depth interviews and shop-alongs to focus groups, and on-line methods from one-on-one interviews and bulletin boards to focus groups – in an effort to understand how and why consumers are reacting the way they are to a brand, service or business.
Qualitative research helps companies and organizations to:
- Understand market or competitive context.
- Understand consumer behavior and attitudes.
- Strengthen brand loyalty.
- Engage new users.
- Build brand equity.
- Develop new products and services.
- Communicate more effectively.
- Test potential future concepts and scenarios.
Qualitative research is sometimes employed in conjunction with a quantitative study. While the results of a quantitative study are numeric and provide data relating to measurable behaviors and attitudes, the results of qualitative research can provide explanation and understanding of the data. Qualitative research tends to be descriptive, and can be projective, answering the "whys," "hows" and "what ifs."
With today's consumers able to share their experiences with products and services in social media in real time, it has become increasingly important for companies to find ways to gauge consumer sentiment quickly – and accurately. If there's a drop in sales of a specific brand, companies need to know what's behind the shift. If a consumer base is exhibiting changing needs, companies need to know how to respond and react to the new needs.
In-person qualitative research can be performed in various ways:
- In-depth interviews involving from one to three people
- Interviews with mini-groups involving four to six people
- Focus groups involving seven to ten people
- Shop-alongs during which a qualitative professional actually follows consumers around, studying their habits or discussing their experience "in the moment"
- Ethnographies that explore and examine cultural phenomena, and in-context behaviors