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 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

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.

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 which aims at better understanding the consumer or stakeholder’s behavior.

Online Insight Communities

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

Moderation

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.

Ethnography

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

Co-Creation

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 projects.  Below are some of the largest databases we have:

Consumer

General
Affluent
High Net Worth (HNWI)
Parents & Children

B2B

C-level / Senior managers
Decision makers
IT managers
Operations Managers

Industrial

Distributors
Sales & Marketing Directors
HR managers
Facility managers

Automotive

Luxury car owners
Motorcycle owners
Electric Vehicle owners
Car Dealers

Healthcare

Physicians
Patients
Hospital administrators
Payors

Specialty

Hispanic consumers
Key Opinion Leaders
Frequent Flyers
Oil & Gas professionals

The Power of Hybrid 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

Analytics

  • 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