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Qualitative Research

Qualitative research conducted through in-depth interviews and focus groups. To understand, in people’s own words, what the numbers cannot tell.

In qualitative research, we look for answers not in numbers but in people’s own words. We try to understand the reasoning behind a choice, the experience that shapes an attitude, and the emotions and context that drive a decision.

We run the whole process end to end, from preparing the discussion guide and moderating to coding the transcripts and analysis. We read every interview closely, bring out the recurring themes and connect them to insights that can be turned into strategy. Qualitative research is a strong complement to quantitative work: it helps find the right questions before a survey and make sense of the numbers after it.

Questions it answers

  • Why do consumers choose a product, and why do they drop it?
  • What does our brand bring to people's minds?
  • How will a new product, campaign or message be received?
  • How do people live through an issue in their own lives, and how do they talk about it?
  • Which questions should we ask in a quantitative study?

Methods

  • In-depth interviews
  • Focus groups
  • Online interviews and focus groups

Deliverables

  • Findings presentation
  • Draft report
  • Final report
  • Interview transcripts

Typical duration 3–5 weeks

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