Qualitative market research methods
Qualitative market research is particularly useful in understanding the ‘whys’ behind the ‘what’, ‘when’, ‘who’ and ‘how’ of quantitative research. For this reason we advocate the use of focus groups in combination with quantitative market research methods with many of our clients. In addition to standard focus group formats we have developed our own solutions including MallTalk™, MallWalk™ and GuestTalk™ and we are also able to recruit respondents on the basis of their values, beliefs and motivations using the Values Modes™.
Complementing our focus groups we are also able to offer depth qualitative market research interviews. Again we are able to recruit on the basis of both the usual behavioural criteria and using the Values Modes™ which help to explain some of the deep seated motivations which lie behind particular customer behaviours.