Qualitative Methods
Qualitative Surveys often already provide sufficient results when it comes to gaining first impressions or to getting a feel for the consumers‘ opinions. Qualitative market research is market research in the front line – significant, impressive, and cost-efficient.
Group Discussions
Controverse discussions with 8 to 10 consumers offer the opportunity to look at different perceptions and evaluate them. They offer insights into the formation of opinions and also use the creative potential of the participants. One gains a well-founded insight into the psychological structure in which product ideas and/or advertising efforts are perceived and judged.
Creative Workshops
Creative Workshops are another form of group discussions. Eloquent and creative consumers are invited and then use specific creative methods like e.g. brainstorming, collages, or association to look at concept ideas and/or further develop them in the group.
Explorative Individual Interviews
It is not always appropriate to discuss opinions and perceptions in a group. There are topics where it makes sense to refrain from using the mutual inspiration in a group.
Trust is established in explorative individual interviews which makes it possible to uncover and interpret interdependencies that were invisible first.
Explorative individual interviews can supplement group discussions or be looked at separately.
Friendship Pairs
Children are a particular consumer group for market research as well – first, because of their considerable spending power and second in their roles as tomorrow‘s adult customers.
A safe atmosphere has to be created to appropriately interview children. So-called friendship pairs serve this purpose when pairs of children who are friends which each other are invited for a talk.
In friendship-pairs interviews conversations develop between the moderator and the children as well as between the children which often allow for interesting insights into the children‘s lines of argument.