insight

The main aim of qualitative research is to gain a full, in-depth understanding of attitudes, needs, motivations, perceptions and behavioural patterns held by consumers and customers in a hermeneutical sense.

Profound knowledge in three areas is required, in order for practical benefits of qualitative research to become evident:

• Knowledge of the adopted research methodology
• Knowledge of the respective industry and the mechanisms specific to that particular industry
• Knowledge of the cultural context of a market

Each specific task and objective requires redefining the suitable methodological approach. To that end, we draw on a set of both long-established and innovative methods.