INDEPENDENT RESEARCH AGENCY

Qualitative research

The qualitative research is usually carried out in order to:

• formulate hypotheses or to find new ideas
• test new concept, product, advertising trailer, package etc.
• determine, specify brand image and positioning
• specify tasks for quantitative research, to develop the questionnaire
• specify and explain the results of quantitative research

Examples of qualitative research:

• company's/brand's image study
• testing new product's concepts
• study of habits and consumption aims
• evaluation of the key factors influencing purchase decision-making
• evaluation of unconscious motivations in consumer behavior
• study of consumers' colloquial dictionary
• generation of ideas
• testing advertising concepts
• testing ready-made promotional materials
• testing the product (product's characteristics, package, name, price, quality etc.)

• standard focus-groups
• mini-groups
• extended groups
• creative groups
• brain storming
• interactive innovation
• recurring groups
• groups with two moderators

• standard interviews
• mini-interviews
• half-structured interviews
• interviews with two (three) respondents

Projective techniques

• attributing opinions to other people
• giving spontaneous associations
• playing the given role
• using non-verbal means of expressing opinions

• difficult topics for conversation (intimate, socially tabooed etc.)
• opinions, which are hard to formulate, express by words
• unconscious displays of emotions

Types of projective techniques:

1. Association technique

• verbal associations
• personification
• associations on visual stimulus etc.

2. Completion technique

• unfinished offers
• uncompleted drawings
• brand mapping etc.

3. Construction techniques

• modified TAT (Thematic Apperception Test)
• bubble drawing
• collage
• projective questions etc.

4. Expressive techniques

• psycho drawings
• role player games

5. Choice-ordering technique

Technical provision for qualitative research:

• premises: one-way mirror (spy-glass)
• video link
• audio and video recording (analog and digital formats)
• simultaneous translation to foreign languages
• opportunity for imposing simultaneous translation on the recording
• opportunity for conducting focus-groups with installation of our equipment in different premises