Bashkirova & Partners » Solutions » Methods » Qualitative research

Qualitative research

The qualitative research is usually carried out in order to:

  • formulate hypotheses or to find new ideas
  • test new concept, product, advertising trailer, package etc.
  • determine, specify brand image and positioning
  • specify tasks for quantitative research, to develop the questionnaire
  • specify and explain the results of quantitative research

Examples of qualitative research:

  • company's/brand's image study
  • testing new product's concepts
  • study of habits and consumption aims
  • evaluation of the key factors influencing purchase decision-making
  • evaluation of unconscious motivations in consumer behavior
  • study of consumers' colloquial dictionary
  • generation of ideas
  • testing advertising concepts
  • testing ready-made promotional materials
  • testing the product (product's characteristics, package, name, price, quality etc.)

The most adequate research method is chosen based on specific goals and conditions of each research.
Group methods:
  • standard focus-groups
  • mini-groups
  • extended groups
  • creative groups
  • brain storming
  • interactive innovation
  • recurring groups
  • groups with two moderators

Individual methods:
  • standard interviews
  • mini-interviews
  • half-structured interviews
  • interviews with two (three) respondents

Projective techniques

Projective techniques allow respondent to express opinion without identifying it with his/her personality by:
  • attributing opinions to other people
  • giving spontaneous associations
  • playing the given role
  • using non-verbal means of expressing opinions
Projective techniques are used to ascertain latent or concealed opinions and attitudes:
  • difficult topics for conversation (intimate, socially tabooed etc.)
  • opinions, which are hard to formulate, express by words
  • unconscious displays of emotions

Types of projective techniques:

1. Association technique
    • verbal associations
    • personification
    • associations on visual stimulus etc.
2. Completion technique
    • unfinished offers
    • uncompleted drawings
    • brand mapping etc.
3. Construction techniques
    • modified TAT (Thematic Apperception Test)
    • bubble drawing
    • collage
    • projective questions etc.
4. Expressive techniques
    • psycho drawings
    • role player games
5. Choice-ordering technique

Technical provision for qualitative research:

  • premises: one-way mirror (spy-glass)
  • video link
  • audio and video recording (analog and digital formats)
  • simultaneous translation to foreign languages
  • opportunity for imposing simultaneous translation on the recording
  • opportunity for conducting focus-groups with installation of our equipment in different premises

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