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.