Qualitativemarketresearch

You want to understand how customers think, feel and how they make purchasing decisions? To gain a deep understanding of your target groups, qualitative methods of market research are the right choice, as they allow a direct insight into the world of thoughts and experiences of your customers: Needs, motives, values, attitudes and decision-making processes can be explored. The resulting findings are written or spoken language, but also images or videos that reveal, for example, attitudes, usage behaviour or life contexts of customers.
Whether as a stand-alone study or in combination with quantitative methods, in the field of B2C or B2B – qualitative research methods are used when you want to identify correlations and understand customer behaviour. Whether you are interested in the more general living environment of your customers or more concretely in usage situations, habits and decision-making processes, we are the right partner to find answers to your research questions.

It should not be exclusively considered how your customers interact with your products and services. Only a holistically positive customer experience leads to comprehensive customer satisfaction and loyalty with your company and your products.

There are various methods that can be used to map the entire customer journey and identify pain points. Direct and authentic customer experiences across the customer journey can be gained through diaries, for example. If you are more interested in an objective analysis of your company’s performance, mystery studies with trained testers are a good option.

Most companies work with target groups because not every one of their products appeals to the same people. Once you have identified these different target groups (quantitatively), the question is how to spread them as widely as possible within the company. Personas are very helpful in making them usable for communication, marketing and product development. Quantitatively developed B2B or B2C segments become personas with qualitative research methods; they are “brought to life”. Segments are thus given a face and can be experienced by all those who are to work with them. This is how customer centricity comes to life.