Qualitative Research

Translating the richly textured world of consumer stories into insights that can drive business results!

At the heart of good qualitative research is good conversations.  We use a variety of methodologies (in-person, online, and mobile) to have good conversations with your target audience.

In Person Qualitative

Focus Groups

A group of participants (2-10) often of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator in order to ascertain thoughts, beliefs and motivations behind behaviors.

IDI’s (or 1-on-1 Interviews)

A professional moderator interviews (generally face-to-face, but can be via phone) one participant in order to gain in-depth qualitative insight.

In-context Interviews
(In-home / In-store)

In-Context Interviews (ICI’s) allow you to observe and understand the habits, practices and motivations of your target audience as they are using or choosing your product or service in their home or store.


Qualitative Techniques


This technique is based on the fact that people have told stories from the beginning of time to pass information from one person to another. Storytelling requires respondents to create stories about a given topic using pictures and words. Stories not only provide facts, but they also include emotion and color that is often missed through direct questioning.

Metaphor Elicitation

This technique is built on the belief that people think and communicate using metaphors. Respondents collect visuals based on a centering question. For example, “what are your thoughts and feelings associated with using credit cards?” Explaining the “why” behind consumer behavior, this data provides further insight that can be used in creating marketing campaigns, identifying new product ideas, and determining pre-existing biases or beliefs.

Projective Techniques

This seeks to explore the subconscious by having respondents project their thoughts and feelings about a particular subject or topic onto other things. For example, if brand X were a person (or a car), describe its personality, occupation, hobbies, etc.


A probing technique, used in one-on-ones and focus groups, designed to delve into the real reasons for participants’ attitudes and behaviors toward the topic. It is generally considered to be an intensive technique. The moderator seeks the reason behind each answer until he or she arrives at a basic human need, such as ego or status.

Online Qualitative

Online Bulletin Board Focus Groups

Bulletin Board Focus Groups are designed uniquely for market research on the web. This asynchronous methodology allows for highly involved discussions, as participants are free to log in at their own convenience and spend time providing thoughtful input. Data quality is on par with traditional groups and often more in-depth. Bulletin Board Focus Groups allow you to connect with hard to reach demographics. People can log in from around the world or just around the corner.

Any form of visual stimuli can be presented and clients can follow the research through a “virtual” backroom.

Online Video Focus Groups And IDI’s

Online Video Focus Groups and IDI’s are real-time conversations we have with your respondents.  These lively discussions can occur while our clients view from their computers.  We like to use this approach for B2B research and C-level executives. It is often difficult to get these types of people to come to in-person research, so we make it convenient for them to participate in a real-time face-to-face discussion.  It also works great with general market consumers.

Online focus groups can be designed to accommodate up to eight participants to engage in a lively discussion.  Any form of visual stimuli can be presented to gather feedback.

Mobile Qualitative

Mobile devices allow us to capture insights when they happen.    These texting, emailing, GPS-equipped, video capturing devices allow us to more easily capture insights in-the-moment when decisions about your product or service are being made.

Mobile research can be stand alone or can be paired with in person focus groups or online bulletin boards or online focus groups.