Qualitative research

Our experienced and eager researchers are at your service! Qualitative research generates new ideas and insights that you might not have expected. We help marketers better understand their target groups.

Mies on öisellä aavikolla ja seisoo valkoisen auton päällä osoittaen taskulampulla tähtitaivasta, josta erottuu linnunrata.

Qualitative research provides insight of attitudes, feelings, images, motives, expectations, needs and behaviours of your target groups.

Our researchers carry out fieldwork, process the material analytically and summarise the results in an illustrative and easy-to-understand form. If you wish, you can actively participate in the research process by observing the fieldwork in our purpose-built facility or online or by participating in-home interviews or shopping trips with consumers.

Target groups & data collection methods

In qualitative research, the sample is carefully considered, and the number of respondents is relatively small. Therefore, the study is conducted among key target groups. The most valuable feedback is obtained when the research subject is relevant to the participant.

In qualitative research, data is mainly collected through informal discussions. The respondents can express their thoughts and feelings spontaneously, in their own words and on their own terms. Our reliable methods also help participants express emotions that can be difficult to put into words. Blogs and diaries encourage participation and offer insights.

Ethnographic methods place research and researchers into the daily lives of consumers when they are making their purchase decisions, revealing the most decisive influences behind them. Qualitative methods can also be used online and via mobile devices. In this case, data is collected when and where the encounters with products and services take place. The implementation is cost-effective and flexible even on a national level. We also offer efficient and fast methods for quantifying the results of qualitative research.

We serve you in the following areas:

  • Focus group discussions and individual in-depth interviews
  • Online group discussions and in-depth interviews
  • Online community
  • Ethnographic research
  • Shopper study
  • Concept testing (for example, marketing communications, product or service)