Qualitative market research provides you with rich, in-depth data. This can help you to understand underlying reasons, opinions, and motivations: the why? It can be a fabulous antidote to understanding big data.
Our understanding of psychology and behavioural economics means we are well placed to understand human behaviour and interpret its implication for a brand or situation.
There are a variety of qualitative research methods we use depending on your business objectives, and the people you want to talk to:
Interviewing a respondent face to face can help you gain a deeper understanding of their opinions and emotions on a particular topic. The Sapio team are experienced interviewers who know what questions to ask, when to ask them and, most importantly, the best qualitative analysis techniques to use to find the kernel of truth.
Interviewing a group of people helps capture a wider range of opinions and can help validate themes and ideas. Additionally, focus groups are a cost effective way of interviewing multiple people and gathering qualitative research data. The same moderation skills can be applied to running round table events too.
In-depth telephone interviews (or IDIs) can collect crucial qualitative primary market research information for your project. This is often used when your audience have hectic work/life schedules or live/work abroad.
Qualitative Digital Listening
Some conversations are too sensitive for respondents to give you their real take on a situation, so they are strongly inclined to give you the 'politically acceptable' answer. Some situations, such as specific patient pathways, are too difficult to confront directly for the purpose of customer journey classification and recruitment. It's times like these that listening to social media conversations can give you the real nuggets of truth.
Social media monitoring can stumble upon penetrating, unstructured data offered by other methods of qualitative research which are more traditional qualitative research tools, but it's less intrusive.
Sapio Research is a London based market research agency offering both quantitative and qualitative market research services. View our case studies to see some of our recent work, or get in contact to talk to us about your research project.