The primary objective of qualitative research is to understand and explain the behaviour of persons in the consumer world. Therefore, the core focus is on the question “Why?”.

Sample questions:

• What makes you buy a particular product?
• Why is brand A more appealing than brand B?
• Why is one advertisement appealing, whereas another one is not?

Possible main topics: motives, attitudes, values, reasons for action, etc.

In an individual interview, we are interested in hearing your personal views, your thoughts and suggestions in regard to a respective topic. Individual interviews are open discussions during which a specific topic is examined and discussed from different vantage points. Individual interviews last between thirty and ninety minutes depending on the research study. The interview participants are reimbursed for their efforts.

We invite between four and ten persons to participate in a group discussion. The open discussion is led by a moderator. In contrast to an individual interview, the aim of a group discussion is for participants to provide each other with “input”, thus creating a lively roundtable discussion. The focus is both on the opinion of the individual and on that of the group. Group discussions last between two to three hours depending on the research study. The participants are reimbursed for their efforts.

No, it is better if you respond freely and spontaneously to the respective topics.

Some research studies may involve specific preparatory homework (“pre-tasks”). If that is the case, it would be announced in advance, and the relevant details and procedure would be explained accordingly.

Any information you provide to us is treated with the strictest confidentiality, including video and audio recordings. The material is kept at the institute and used exclusively by insight staff members for preparing their analyses. The evaluation of research studies is performed anonymously, which means a final report will not include any personal information about the study participants. The recordings will be deleted latest two years after completion of the respective study.

No, we will only include you in our address file if you give us permission to do so. Your address will not be forwarded to the client requesting the study, nor to any other third party.

In principle yes, however, a maximum of 1-2 studies per year.

To thank you for sharing your views and insights, you will receive between approx. CHF 60 and 120, depending on the length and type of interview / group discussion.

As a rule, the name of the client is only mentioned at the end of an interview or a group discussion, so as not to influence the course of the discussion.

Primarily companies, public and political institutions.

All of your data and statements will be treated with the strictest confidentiality and not forwarded to the respective client requesting the research.

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