Qualitative Research
We get inside your customers’ heads and understand their attitudes, preferences, choices, and reactions.
We do this using a variety of qualitative techniques, including focus groups, triads, one-on-ones, and co-creation. In this type of research, our emphasis is on diagnostic understanding rather than simply measurement. Our objective is not just to look under the hood to discover what people are thinking but to get to the heart of why they are thinking it so that we can better comprehend their feelings, motivations, and what is driving their behavior. Once we know, our researchers then translate the insights gained into proof points if a particular assumption is being tested or transformative business strategies if the research objectives are more exploratory in nature. Sessions are videotaped as a compelling way to share findings with clients.
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