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Qualitative research is recommended when key insights of consumer behavior is needed. Also, it is useful to clarify/explore business challenges and identify key variables/attributes to be used in quantitative research.
GDV has a multidisciplinary team of psychologists, marketers, sociologists and anthropologists with broad experience in designing and moderating focus groups.
Netviewing: We have the technology to transmit focus groups live via Internet so our clients can watch sessions without having to travel.
Types of Qualitative Studies/tests
- Shelf
- Advertising campaign
- Concept
- Package and label
- Image
- Taste /smell
- Product
- Promotion
- Purchase experience
- Idea screening
- Psychographic segmentation
- Uses & Attitudes
Qualitative Research Techniques
1. Focus Groups
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Traditional focus groups: Conducted with 6-9 participants of similar characteristics (profile), which depends on the research objectives.
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Peer groups: Similar to focus groups, where participants are usually acquainted with each other, which eliminates communication barriers and allows consideration of how the group influences consumer conduct and opinions.
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Consumer clinics: Several work areas with a moderator and client representative in each area as well as a general moderator. Projective techniques are used, allowing clients to interact directly with their consumers.
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Focus groups with product trial: Similar to focus groups, but participants are provided with product to use, prior to the group sessions.
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Mini groups: Similar to traditional focus groups, but with fewer participants (between 4 and 5). This technique is recommended for cases in which recruitment of highly specialized participants is necessary.
- Diads/Triads: Same as focus groups, but with only 2 or three participants.
2. In-depth interviews
- Face-to-Face interviews: These are direct, unstructured, personal interviews carried out by a professional moderator.
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Paired interviews: Interviews with pairs of mother-child, wife-husband, best friends, etc. The objective is to determine how product purchase decisions and uses are influenced by the interaction of such pairs.
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In-home visits: This tecnique consists of a personal interview in the home of consumers to gain knowledge of product use under normal circumstances.
- Accompanied shopping trips: Consists of accompanying consumers on shopping trips to supermarkets, markets and department stores to get a first-hand feeling of shopping habits.
- Store visits: Consists of visits to stores to conduct in-depth interviews with store owners or managers.
3. Ethnographic research / participating observation:
This technique is especially good to gauge consumer behavior, habits and uses of products in everyday conditions, which eliminates the "artificial" atmosphere created by focus groups and interviews.
- In-home: Living for a few hours or days inside homes with housewives and other household members.
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In-store: Observation of consumers to see how they buy, interact with other shoppers, store clerks and employees.
- Other venues: Kid's parties, baby showers, bridal showers, and other events.
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Key Moment Video Clipping: This technique consists of accompanying consumers and filming them over several days to understand how they behave and act during key moments in their lives. For example, during first-time purchases, exposure to seasonal offers and sales, preparation for annual festivities such as Christmas, and other key events.
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