Qualitative Market Research: Listen with Your Heart
At MWResearch qualitative researchers do it with all their heart. After all, we want to understand the feelings and thoughts of your target groups. Qualitative researchers hear what is not said in other research designs. Qualitative research digs deep and unearths important – and partly unconscious – associations of ideas of your customers. In this way qualitative research shows you the background that is so important for the development of your services, products, and brands.
RIGHT FROM THE START: ASK THE RIGHT QUESTIONS…
Asking the right questions is crucial for the success of qualitative projects. This process does not merely start in the field: the art of good qualitative research begins already with the formulation of the right research question and choosing the right target group, no matter whether this target group will be interviewed online, in the studio or in their own living room. Then, of course, the right moderation/ interviewing and evaluation technique, based on a sound psychological education is indispensable.
… AND BE PRESENT AT ALL TIMES!
Even if a study is conducted in several countries or consists of a qualitative and a quantitative part – our clients can always rely on one project manager. For international projects we work with trusted partners and moderators whom our project manager will brief in person on site. And of course we will personally supervise all discussions.
Personal care and experience allows us to guarantee a very high quality standard: without loss of information, with an in-depth analysis and clear recommendations for action.
TO YOUR ADVANTAGE!
Take advantage of qualitative research for baseline studies to the deeper understanding of the consumer, or for an in-depth look at the social and cultural world of your customers. We show you the usage habits, perceptions, attitudes, emotions and preferences of target groups by revealing the motives and emotions underlying the behavior of consumers. Thereby we delve into the decision making process of consumers: How do decisions come about? Why are they taken? How are brands, products, providers, and their communication perceived?
The aim of the research is to identify the expectations, attitudes and hidden needs of consumers. As a result of a qualitative study new ideas for products and services can be explored, the understanding of the brand image can be increased, or the effectiveness of promotional material, advertising and marketing concepts can be measured.
Also, strengths and weaknesses of competitors as perceived from the consumer’s perspective can be revealed, as well as insights about purchasing decisions.
In contrast to quantitative research qualitative research focusses more on spoken content than on numeric data. Qualitative research is the direct look at life that can be ethnographic and observing at the same time.
WITH THE RIGHT METHODS
The main methods of qualitative research at MWResearch are:
- Group Discussions / Focus Groups
- Face-to-Face Interviews / In-Depth Interviews (IDI)
- Creative Workshops
- Online: InsightsLounge
- Online: Market Research Online Community (MROC)