Quali, for us, starts from a posture that sees and values the complexity and richness of the researched individuals. This means always having in mind that people are an unlimited combination of affections, passions, feelings and perceptions about the world and that all this needs to be comprised in our planning and in the analysis we make with the information.
At first sight, the Qualitative methodologies can be mistaken with a casual conversation, but this kind of “informal and little structured chatting” requires specialization to observe, ask and listen in a precise manner. There is method and technique into that. When conducting the conversation, our qualitative investigator has already understood the challenge of the client and has the mission of knowing how to listen to the consumer and create an amiable situation so that he can say what he thinks. At the same time, he creates hypothesis and explores and interprets the non-verbal language of the respondents. He is focused in the consumer, but at the same time, building knowledge.
The Qualitative study has as central focus reconciling all flexibility and sensitivity of this approach with a relevant and objective look to the customer's business.
Quali Solutions:
Customized qualitative with the renowned techniques in qualitative research: group discussions, in-depth Interviews, visits to the consumer’s house, among others. With the use of specialized tools, which go beyond the oral report of the consumers, such as: projective techniques, semiotic analyses (study of the signs), semantic analysis (tools from Linguistics that allow us to investigate the speech of the respondents).
Ethnographic applied to market research: participating and direct observations in the reality of the target audience: going to their homes, following their day-to-day, sharing their leisure, their meals, etc., so as to obtain a direct comprehension of a certain public in relation to a category, product, habit, lifestyle.
Online Qualitative Research with Bulletin Boards (forums).
Online Group Discussions.
