Qualitative
Market Research

Qualitative research can take many forms, but at its heart it is about understanding how and why. For example, how do people feel about a certain product, brand or a new idea? Why are sales down? Why is a marketing message not cutting through? Why are people behaving in a certain way and how can we change that? Qualitative research is about detail, depth and understanding, and can be used to explain data trends or patterns of human behaviour.

Our researchers are highly experienced at moderating qualitative research, putting research participants at ease and exploring experiences, attitudes and behaviours in order to unlock those ‘golden nuggets’ of insight. We develop a bespoke approach to meet each client’s objectives, but some common methods in our tool kit include:

We draw on behavioural science to understand why people do what they do, not just what they say they do. We go beyond a basic question and answer format to examine the all-important context for decision making, for example spending time with participants at home, observing their day-to-day life or asking them to complete a diary. We consider the behavioural biases at play and apply relevant frameworks or models to guide our analysis and recommendations.

Ultimately, by uncovering and sharing real life stories and applying our knowledge of human behaviour, we deliver deeper insights that impact our clients’ decision-making.