Qualitative research: exploring consumer needs in depth
Qualitative research is the art of digging beyond the numbers to understand what consumers really think. Whether in Paris, Lyon, Toulouse or abroad, these studies enable us to capture user expectations and habits, imagine new concepts or test prototypes.
Why Qualitative Studies?
They help to:
– Observe purchasing behavior
– Imagining innovative concepts
– Test messages or products under development
– Exploring the customer-brand relationship
Key methods in qualitative research
– Focus Group: In these group meetings (usually 6-10 people), participants exchange and react to each other’s ideas, guided by a facilitator. Perfect for generating new ideas and testing concepts in a group setting.
– Face-to-face interviews: An interviewer meets a consumer face-to-face to explore their impressions and attitudes. Ideal for in-depth insights, with more personal and authentic feedback.
– Online Qualitative Studies – Online Forum: Groups of Internet users exchange views in a moderated virtual living room, along the lines of focus groups.
– Online diary: Participants answer questions every day, providing a detailed overview of their habits. Perfect for studying long-term usage and allowing free, non-judgmental expression. Online qualitative studies are particularly useful for bringing together geographically distant participants, and guarantee anonymity.
In short, qualitative research is the tool of choice for capturing valuable insights and understanding consumer expectations, in order to create truly engaging experiences and products.