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Qualitative Solutions
Good qualitative research can find answers to the deeper motivational questions that start with why and how.
Advantages of Ipsos Qualitative Research
- A team of highly qualified in-house moderators with extensive backgrounds in psychology, sociology, anthropology, linguistics and client-side marketing
- Extensive experience in all sectors, including B2B, sensitive issues, low interest categories
- A range of projective techniques, to help consumers move beyond the rational and express deeply held thoughts and feelings that underly their attitudes and behaviors
- Ongoing development of new qualitative techniques that leverage inputs coming from ethnography, semiotics, co-creation philosophy, conflict theory
- Online focus group capabilities
- Multinational project management capabilities
- Effective integration of qualitative and quantitative research
Unique Ipsos Techniques and Qualitative Products
- Trend Observer: a new outlook on the values and trends of timeflow
- Lifebooks: a new tool to provide richer, deeper consumer understanding prior to group discussion
- Krisis, a group approach based on conflict theory
- Consumer Directs, collaborative workshops that directly connect clients with consumers
- Generation: a multi-disciplinary team approach, designed to help generate a range of core concepts that will form the basis of strategic positioning alternatives and/or new product ideas
We’ve successfully used qualitative research for many purposes including:
- Innovation, brainstorming and insight generation
- Shopper understanding
- Advertising, concept and product testing development and evaluation
- Branding and positioning
- Communications and strategic planning
- Customer satisfaction
- Packaging