Qualitative research
Understand what’s behind behaviour and choices.
Related Solutions
Qualitative research shows you why people do what they do, and which needs, experiences and motivations lie behind it. That gives you the depth that numbers alone can’t, and makes clear what the insights mean for your product, service, communication or brand.
Who is
this for?
You know what’s happening, but not yet why.
You have numbers, data or signals from your target audience, but lack the depth to understand the needs, experiences and motivations behind them.
You want to understand what drives choices and behaviour.
You want to look beyond what people say and uncover which experiences, trade-offs and less conscious needs shape their behaviour.
You want to refine ideas with your target audience.
You’re working on a product, service, communication or brand, and want to understand how your target audience responds, what resonates and where there’s room to improve.
Choose the qualitative method that fits your question. We measure what you need.
The right approach depends on what you want to understand. Sometimes you want to dig into personal experiences, sometimes you want to see what emerges when different perspectives come together. Whatever format you choose, we probe further, make connections and reveal what’s behind behaviour and choices.
Explore individual experiences in depth.
In-depth interviews give you a detailed view of personal experiences, needs and motivations.
Look beyond what people say.
By probing and linking answers to behaviour, you get insight into both conscious motivations and the needs people find harder to put into words.
Bring different perspectives together.
In group discussions, you see where perspectives differ, where they reinforce each other and where new insights emerge.
Refine ideas with your target audience.
Involve your target audience in your products, services or communication, and find out what resonates, what doesn’t and why.
Hear first-hand what your target audience has to say.
During qualitative research, you and your stakeholders can watch live. You hear for yourself what people say, see how they react and get immediate context for the findings.
We have our own research and viewing facilities on the Coolsingel in Rotterdam. Research can also take place at an external location or online. That way, you choose the setting that fits your target audience and research question.
Related methods.
Community research.
Put current questions straight to your target audience and dig into what’s behind their behaviour, needs and reactions.
Co-creation.
Involve consumers in developing and refining products, services and concepts, based on their experiences and needs.
Quantitative research.
Measure how widely behaviour, preferences and needs are shared across your target audience, and reveal patterns and differences.
Panel research.
Reach the audience that matters for your research, and gather reliable insights from the right respondents.
In practice.
Odido
Understand the why behind your numbers.
Want to know which motivations, needs or experiences lie behind your target audience’s behaviour? Talk it through with us, and together we’ll work out which type of qualitative research will move you forward.
