Qualitative Solutions

Our Qualitative Solutions

Making a human connection.

Connect with customers and their stories on a human level. We use behavioural economics to uncover deeper truths. We gain a richer understanding of underlying opinions. We share engaging, real-life stories to drive action..

Taking a bold approach.

We accelerate change. We challenge you to do more for your customers and truly innovate to meet their needs.

We think big. We’re brave; challenging expectations and sharing our views when we believe they will lead to better, more profitable business and marketing decisions.

Providing a commercial context.

We approach your challenges in their real-world context – factoring in brand, audience, and the wider market. We use models and frameworks that stretch, test, and refine our thinking – delivering guidance to support growth..

Accessing our collective team

We use many minds to tackle complex challenges. You’ll get the most from our years of combined experience.

We don’t view insights in isolation, we tap into our proprietary research sources to build stories and add big data points.

Qualitative insight research

Focus Groups

Focus groups are ideal in the early stages of research: they can educate us (about a product category, for example), help us learn what we do not know (the unknown unknowns), help us understand the vocabulary consumers use for a particular product category, help us develop hypotheses about consumer motives and motivations. Groups can be used as a problem-reduction "filter" when the questions and issues are so numerous that quantitative research is not yet feasible. The focus group is an ideal exploratory technique because of the freedom, stimulation, and spontaneity inherent in group interactions. Focus groups come in different formats and platforms. We choose the platform and format that best fit the needs and goals of your project.

Focus groups shed light on the attitudes and behaviors of a target audience, including being ideal for assessing both verbal and non-verbal communication, but what happens when that qualitative discovery is taken a step further? The marketing research experts at Insights in Marketing have created a unique approach to in-person discussions that yield consumer insight, such as assessing and sifting through data regarding consumer options on products, messaging, design elements, and packaging, that is both unexpected and revealing.

Online Research

There is just as much consumer insight to glean online as in-person. Readable Data combines decades of experience between behavioral specialists and savvy researchers to create online marketing research methods that engage a broader, active market online. With tried-and-true techniques like digital diaries, bulletin boards, and group discussions, we craft customized online qualitative research solutions that feel anything but rudimentary.

We use the following online qualitative technique is best suited for your project depends on your target audience, the research objectives and your budget: Online Video Deep Dives/Forums, Online Video Depth Interviews, Online Text or Chat Discussions.

We use online video streaming to conduct a moderator-facilitated discussion. Respondents are able to see a video feed of the moderator, and the moderator (and client) can see the faces of all the respondents. Typically, Online Video Deepdives/Forums involve 1 to 5 participants and last between 60 and 90 minutes. As with in-person focus groups, the moderator manages the discussion by introducing the topics from the discussion outline and asking follow-up questions. The moderator can also share various stimuli, (such as images, videos, or links to online content), during the session to evoke respondents’ reactions. Throughout the process, the video stream is recorded so respondents’ facial expressions, tone, and responses can be further evaluated during the analysis phase.

Enthnographies

Ethnography is the study of consumers via observation.

Ethnographic research is a valuable approach to help marketers gain a deeper understanding of consumer behaviors, perceptions, attitudes, and beliefs. Observing people in their natural settings provides objective information for interpretation and analysis.

However, for all the valuable contributions ethnographic research provides, there are some drawbacks in conducting field-oriented ethnography, including:

The cost to recruit participants, coordinate travel, and conduct projects can be significant.
The time needed to establish trust and conduct a field study is often prohibitive.
A significant level of “intrusion” (for example, an ethnographer conducting an interview and a camera operator filming inside someone’s home).

These drawbacks led to the development of digital ethnography, which is also known as online ethnography.