Qualitative Market Research

Qualitative Market Research Strategy

Today’s business environment is more complex than ever.

Consumers are spending more time online, purchasing in different channels. Increasingly, more new methods in Qualitative Market Research raise new opportunities and challenges to uncover insight. Consider the following changes in the business landscape:

  • More customer touch points & channels
  • Rapid adoption of new preferences and technologies among certain segments
  • Increasing technology adoption
  • New purchasing processes & influences, (e.g. online reviews)

We work with organizations to provide clarity, prioritize research objectives among considerations such as the profile of the target segment, geography, cost/benefits, methodological benefits and limitations, effectiveness, efficiency, and the actionability and value of the findings. SIS helps companies make sense of a dynamic, global business landscape and creating strong advantages in the marketplace.

  • Best-practices
  • Hybrid methodologies
  • Global and local execution
  • Over 30+ years experience
  • Multilingual Qualitative Researcher Staff

Our Qualitative Research Solutions

Qualitative Market Research Focus Groups

A focus group is usually made of a small number of people typically 8 to 10 participants and takes place at a research facility with a conference/meeting room. The group is led by a moderator who facilitates a structured discussion to uncover insight into reactions, attitudes, behaviors, and beliefs. This is a qualitative research method and is focused on uncovering insights and patterns.

Qualitative Market Research In-depth interviews

These interviews, known as “IDIs,” are either conducted face to face or over the phone. This is a one-on-one interview that aims at better understanding the consumer or stakeholder’s behavior.

Qualitative Market Research Online Insight Communities

We recruit consumers to Digital Insight Communities, provide Moderation services and conduct Analysis and Reporting.


Our process is to involve the moderator and senior personnel to develop a discussion guide and test materials based on our clients’ needs to elicit deeply-rooted motivations and encourage lively discussions.


We conduct Mobile, In-Home, In-Office, and In-Store Ethnography with consumers around the world.


We conduct Co-Creation and other innovative Qualitative Research sessions to uncover deep insight.

Focus Group Facilities

We operate a full-service focus group facility in the heart of New York City (Manhattan’s Flatiron district). Please contact us for more information.

Qualitative Recruitment Services

With some of the largest Qualitative Recruitment Databases in the United States and around the world, we deliver hard-to-find recruits for your Qualitative Research projects.  Below are some of the largest databases we have:


High Net Worth (HNWI)
Parents & Children


C-level / Senior managers
IT managers
Operations Managers


Sales & Marketing Directors
HR managers
Facility managers


Luxury car owners
Motorcycle owners
Electric Vehicle owners
Car Dealers


Hospital administrators


Hispanic consumers
Key Opinion Leaders
Frequent Flyers
Oil & Gas professionals

The Power of Hybrid Qualitative Market Research Methods

We combine Qualitative, Quantitative, and Strategy Research to provide comprehensive insight for strategic business decision-making.

Qualitative Market Research

Quantitative Methods

Secondary Research


  • Focus Groups
  • In-Depth Interviews
  • Ethnography
  • Telephone Depth Interviews
  • Online Focus Groups
  • Online Diaries
  • Online ethnography
  • Computer aided Interviews (CATI, CAPI, CAWI)
  • Central Location Tests
  • Online Surveys
  • Paper Surveys
  • Intercepts
  • Market analysis
  • Industry tracking
  • Lead generation
  • Recruiting
  • Discrete Choice
  • Conjoint Analysis
  • Cluster Analysis
  • Factor Analysis

Contact us for your next Market Research Project.

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