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Primary data research

Qualitative approaches

The methodology of the qualitative research approach, in the context of marketing research, is a valuable tool for the in-depth understanding of human behavior. Using appropriate techniques, we research the motives, the needs, the positions and the mind-set that determine both the consumer behavior as well as the social and political tendencies. In addition, we study the reasons and the ways that a person reaches specific decisions.

Qualititative research of consumers, corporations and special audiences

The basic methods used in quantitative research are:

• Group discussions (Focus Groups), 8-10 participants (usual duration 1,5-2,5 hours)
• Group discussions 4-6 specialized participants (mini focus groups), usual duration 3-4 hours.
• In Depth Interviews
• Business professionals interviews
• Paired / coupled interviews
• Accompanied shopping / observation
• Intercept interviews (Interviews where the interviewee is approached in public places)
• Expert Interviews
• Online Depth Interviews