Bashkirova & Partners » Solutions » Methods » Qualitative research
Qualitative research
The qualitative research is usually carried out in order to:
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formulate hypotheses or to find new ideas
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test new concept, product, advertising trailer, package etc.
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determine, specify brand image and positioning
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specify tasks for quantitative research, to develop the questionnaire
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specify and explain the results of quantitative research
Examples of qualitative research:
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company's/brand's image study
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testing new product's concepts
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study of habits and consumption aims
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evaluation of the key factors influencing purchase decision-making
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evaluation of unconscious motivations in consumer behavior
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study of consumers' colloquial dictionary
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generation of ideas
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testing advertising concepts
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testing ready-made promotional materials
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testing the product (product's characteristics, package, name, price, quality etc.)
The most adequate research method is chosen based on specific goals and conditions of each research.
Group methods:
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standard focus-groups
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mini-groups
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extended groups
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creative groups
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brain storming
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interactive innovation
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recurring groups
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groups with two moderators
Individual methods:
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standard interviews
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mini-interviews
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half-structured interviews
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interviews with two (three) respondents
Projective techniques
Projective techniques allow respondent to express opinion without identifying it with his/her personality by:
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attributing opinions to other people
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giving spontaneous associations
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playing the given role
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using non-verbal means of expressing opinions
Projective techniques are used to ascertain latent or concealed opinions and attitudes:
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difficult topics for conversation (intimate, socially tabooed etc.)
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opinions, which are hard to formulate, express by words
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unconscious displays of emotions
Types of projective techniques:
1. Association technique
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verbal associations
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personification
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associations on visual stimulus etc.
2. Completion technique
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unfinished offers
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uncompleted drawings
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brand mapping etc.
3. Construction techniques
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modified TAT (Thematic Apperception Test)
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bubble drawing
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collage
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projective questions etc.
4. Expressive techniques
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psycho drawings
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role player games
5. Choice-ordering technique
Technical provision for qualitative research:
- premises: one-way mirror (spy-glass)
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video link
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audio and video recording (analog and digital formats)
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simultaneous translation to foreign languages
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opportunity for imposing simultaneous translation on the recording
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opportunity for conducting focus-groups with installation of our equipment in different premises