Techniques & Methods | Qualitative Research
Qualitative Research
Qualitative research seeks to understand and explore the attitudes and emotions of consumers and through this identify core drivers of behaviour.
At Colmar Brunton we recognise that qualitative research can be used in three different ways:
- understanding consumers (exploring core needs and motivation)
- stimulating (gathering ideas and inspiring clients through consumer's creativity)
- reassuring (simply supporting the client on marketing decisions that have been taken, either advertising, packaging or product format)
The key to good qualitative research is getting below the superficial responses to the values and inner personal emotions which ultimately are the core drivers of behaviour, and which are the keys to inducing change.
The techniques used in our qualitative research aim to uncover these needs and desires and interpret their impact on behaviour. Our Motivational Modelling is among the most advanced in the world.
We are living in an ever-changing world. Traditional qualitative research techniques are important and relevant. However, at Colmar Brunton we like to innovate and evolve not only our projective techniques but also our analytical framework eg. brand architecture, consumer workshops etc.
We differentiate ourselves through the psychological and projective techniques used to provide an understanding of the motivations which drive consumer behaviour.
To elicit this depth and detail of information Colmar Brunton's approach is customised depending on the outcome required of the individual project:
- focus groups
- depth interviews
- paired depths
- triads
- conflict groups
- expert groups
Extensive use is made of projective and relaxation techniques which allow the consumer to express needs, associations and emotions which they may find otherwise difficult to articulate.
[ back to top ]
Our Experience
Our experience ranges through:
- full market segmentation studies
- new concept development
- brand audits
- product and concept testing
- advertising
- packaging
- and corporate image research.
We work with companies in many industries across the Asia Pacific region.
We also believe in lateral thinking and drawing on different category expertise via multi-skilled teams to bring out consumer experiences that may be taken forward in other categories.
[ back to top ]
Moderators & Participants
Colmar Brunton moderators are trained to the highest standards in:
- psychological theories
- relaxation techniques
- body language interpretation
- voice modulation.
Interviews are undertaken in an atmosphere which promotes trust and understanding to enable the depth and honesty of response required for research excellence.
Participants in research discussions are carefully screened and targeted to meet our high quality standards. Care is taken to ensure that "professional respondents" are not created with participation in discussions routinely limited to no more than twice a year.
In addition to working from panels, we also recruit market research participants according to the project type.
For more specific information, fact sheets are available to download on each of our techniques and methods.
[ back to top ]