Qualitative Marketing Research
Focus Groups, Depth Interviews, Ethnography
The key to great qualitative research is openness to possibilities, to all outcomes, regardless of where the “train of thoughts” and truth lead. Great qualitative research can reveal unknown unknowns, uncover deep unfulfilled emotions and needs, and provide profound insights for marketing guidance. Decision Analyst's qualitative research services:
- Focus groups, online and in-person
- Depth interviews, online and in-person
- Projective techniques
- Laddering techniques
- Semiotic techniques
- Ethnographic or observational research, in-person and video
If you have questions or would like to discuss a qualitative project, let’s talk. Please fill out the contact form, and we will respond quickly.
How Can We Help You?
Our Qualitative Research Services
Why Decision Analyst?
Decision Analyst began as a qualitative research company in 1978, so its senior executives have a deep understanding of the value of well-designed qualitative investigations.
In addition to its own staff of talented moderators, Decision Analyst maintains a partner network of outstanding moderators in Canada, Europe, Asia, and Latin America.
Decision Analyst also maintains a network of partner moderators who have highly specialized knowledge of specific industries: automotive, pharma, medical devices, technology, insurance, financial, HVAC, etc.
Qualitative Research Helps Answer Strategy Questions
Qualitative research is a powerful tool to understand consumers’ emotions and motivations, and a way to discover the unknown unknowns. Here are some examples of qualitative research applications:
- Consumers’ brand-choice decisions analyses
- Consumer-experience investigations
- Communication and messaging optimization
- Business-model explorations
- Pilot studies to help design questionnaires for surveys
- New product development guidance
- Brand strategy, perceptions, and reputation evaluations
- Employee relations/employee insights studies
- Customer satisfaction and loyalty explorations
- Persona development for segmentation
- Shopping and shop-along research
Meet Our Moderators
Decision Analyst is ISO 27001:2022 Certified
Decision Analyst is committed to the highest quality standards and maintains certification in ISO/IEC 27001:2022, the international standard for information technology and information security management systems. Learn More about our security practices.
We Are Here To Help
Decision Analyst is a leading global marketing research and analytical consulting firm and a recognized leader in large multinational qualitative investigations.
We pride ourselves on delivering implications and recommendations based on facts, objective evidence, truth–so that our Clients can make informed and confident decisions to grow their businesses and their brands.
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