OUR RESEARCH UNDERSTANDING
Knowing what really drives, inspires and motivates people is key to ensuring that communication measures are adapted effectively to target group needs.
Our approach to research questions is explorative, with a high level of flexibility and openness. Qualitative researchers are open to new thoughts and ideas; they question the status quo and understand research as communication and interaction between researchers and the object or subject of research. The methodology used can be adjusted flexibly and individually. The path to gaining the desired insight is subject to a continuous process of learning and research (a method that design thinkers also favour using).
The depiction of decision-making processes is at the core of our research work. Decision heuristics –often subconscious, simplifying cognitive strategies for making decisions– play a key role in this regard. Unlike decision-making strategies that are based on the laws of logic, probabilities or maximisation of an expected benefit, heuristics help to make fast and resource-efficient decisions in everyday life. Heuristic methods are based on experiences that may also be ‘false’ (e.g. distorted perception, illusory correlations – known as ‘cognitive biases’).
In this context, we consider research by Daniel Kahneman and Amos Tversky who differentiate between fast, intuitive thinking (system 1) and slow, analytical thinking (system 2). This distinction is key to understanding how and why people use heuristics (Daniel Kahneman, Thinking, Fast and Slow, 2011).
When conducting our analyses, we reflect on the statements made by the research participants against the background of decision heuristics. What someone says is not necessarily what he/she/they may mean or do.
Our Research Areas
What motivates people? What are their passions and fears? And what does that have to do with which product is consumed in a particular situation? To answer these questions requires having an in-depth understanding of deeply rooted attitudes, perceptions and behavioural patterns. This in-depth understanding constitutes the core of qualitative research. Acquiring it requires digging deeper than the simple answers provided by respondents.
Specific research topics include:
- Understanding deeply held values and attitudes
- General mindset and knowledge within a specific range of products/services
- Analysis of needs
- Detailed exploration of usage patterns (e.g. specific usage occasions, triggers for usage of specific products or services)
- In-depth understanding of purchasing processes (® customer journey analysis)
Does an intended message actually reach the recipients, and how is it decoded? Analysing how a company communicates with an intended target group is undoubtedly one of the most fascinating areas of qualitative research.
Qualitative research can be conducted at different stages of developing communication measures:
- Analysis of basic concepts of a communication strategy (at the outset of developing a concept)
- Qualitative pre-testing (e.g. of advertisements, posters, TV commercials, online content, brochures, etc.) to acquire as much input as possible for the implementation of specific communication measures
- Qualitative post-testing, that is to say, a basic analysis of the effect mechanisms of adopted communication measures (e.g. also of various providers)
To what extent does a product meet the actual needs of the test persons? Especially when it comes to new offerings and services, qualitative studies have become an inherent part of product development, usually in combination with an insight study of general needs and behavioural patterns.
Similar to communication research studies, different types of qualitative studies can be conducted at different points in time:
- Analysis of basic concepts of new products (in terms of comprehensibility, basic relevance of new ideas, positioning in the existing competitive environment etc.)
- Detailed analysis of specific products/services and their particularities/features (e.g. evaluations of design, material, logo and name)
- Qualitative usability tests (detailed understanding of concrete usage of a product or specific services in a setting that is as realistic as possible
What position does a brand hold in an existing competitive environment? In which direction can I further develop my brand?
Besides quantitative brand tracking studies, qualitative branding studies are essential to gaining the required depth of understanding of the essence of a brand.
Detailed exploring of the following topics can only be done through qualitative research studies:
- Associative space of a brand
- Entrenched visual elements (icons, codes, colours,)
- Characteristics of a brand
- What and which values does a brand stand for?
- Brand personality
- Analysis of touchpoints
- Understanding how a brand is positioned in the competitive environment
Our Methodological Approaches
Qualitative individual explorations are conducted primarily when specific held beliefs, perception processes or behavioural patterns are to be examined in greater depth on an individual basis.
Qualitative individual explorations are conducted primarily when specific held beliefs, perception processes or behavioural patterns are to be examined in greater depth on an individual basis.
In this respect, different approaches can be used depending on the object or subject of the study:
- Ethnographic interviews – for immersion into people’s everyday lives and living environments. Usually in combination with participant observation (e.g. accompanied shopping) or in the form of narrative interviews (very open, unstructured narrating, e.g. of purchase processes).
- Expert interviews – interviewing specialists (“insiders”) about their field of expertise. Expert interviews mainly help to explore a specific field of research and to then decide how further research should be designed (e.g. knowledge about procedures, processes in organisations or networks, as well as contextual knowledge about other groups of people).
Main advantages:
- Excellent opportunities to explore and, in doing so, to examine individual patterns
- No influence by other persons
- A generally agreeable setting for the respective research participant (so that topics potentially viewed as taboo can also be discussed)
- Easier recruiting (particularly relevant in the case of difficult target groups, such as high-net-worth individuals (HNWI), B2B area, etc.)
- Greater consideration can be afforded to the heterogeneity of a respective target group
Used primarily for:
- Insight/motive studies
- Analysis of the communication performance of particular measures (advertisements, posters, websites et al.)
- Evaluation of purchase and consumption processes (customer journey)
- In particular, for sensitive, intimate topics that individuals do not wish to discuss with others
Characteristics
Between 10 and 60 individual explorations per study
Duration: approx. 45 minutes to 2 hours
Interview location – in person (face-to-face), e.g. at insight, in a studio, in a shop, in the interviewee’s home, or online through video communication
The aim of focus groups is to gain additional input from the discursive course of the discussion. The focus is not primarily on the individual, but on exploring the group as a whole (for instance, how decision processes come about within such a group etc.).
The aim of focus groups is to gain additional input from the discursive course of the discussion. The focus is not primarily on the individual, but on exploring the group as a whole (for instance, how decision-making processes come about within such groups etc.).
Main advantages:
- Group processes are well suited for analyses
- The group context is a particularly good way to approach more complex and/or more abstract topics
- Timewise, field research can be conducted in a very concentrated manner
Used primarily for:
- Concept evaluations (product or communication concepts)
- Branding studies/positioning studies
- Political studies, to comprehend the process of opinion-forming
Characteristics:
Between two and eight group discussions per study
Length: approx. 90 minutes to 3 hours
Approx. 5-8 participants per group (slightly fewer for mini focus groups)
Location for focus group discussions – in person (face-to-face) or online through video communication (online group discussions are especially recommended for mini focus groups or if geographical distance of the participants is considerable. Face-to-face should be favoured for larger groups)
Discussions with two or three test persons This can be useful if decision-making processes are to be analysed within a particular constellation (e.g. within a household).
Discussions with two or three participants. This can be particularly useful if decision-making processes are to be analysed within a particular constellation (e.g. within a household).
Main advantages:
- Decision-making processes within smaller groups can be easily understood
- In contrast to ‘regular’ focus groups, each individual participant can contribute more to the discussion (expert panels are a case in point, for which a small group or even pairs/triads are recommended)
Used primarily for:
- Analysis of decision-making processes within a household
- Children’s market research (children will often be interviewed with a parent)
- Expert discussions
Characteristics:
- Explorations with two or three test persons
- Between 12 and 30 pairs/triads
- Length: between 60 minutes and 2 hours
- Location for pairs/triads – in person (face-to-face) or online through video communication
With this research approach (often also referred to as ‘Concept Labs‘), the findings obtained in the course of the research process are continuously incorporated in the test material under examination. This method can be very useful, especially at the outset of a concept development.
With this research approach (often referred to as ‘concept labs’), the findings obtained in the course of the research process are continuously incorporated in the test material under examination.
This method can be very useful, especially at the outset of a concept development.
Creative developments can be devised in different ways, e.g. as a co-creation (interaction of consumers and experts), as a one-time workshop or as a longer process with several sprints. The choice of a specific methodology is adapted in each case to the research objective, research material, target group and involvement of the clients. It can be based on a classic design thinking process or include individually customised modules.
Main advantages:
- Facilitates further development of concepts/ideas during the research process
- Consumer reactions flow directly into the product/concept development
- The development team is closely involved in the research process and can immediately take on board and process inputs, and further develop concepts/products
Used primarily for:
- Concept developments (product or communication concepts) that are still at a relatively early stage
Characteristics:
- Usually implemented by means of focus groups
- Generally 2-4 focus groups per concept lab
For certain research questions, it can be advisable to combine ‘classic‘ qualitative approaches with a preceding eye-tracking to gain an even more comprehensive understanding of the perception processes.
Main Advantages
- Complementing qualitative analyses with measured eye-tracking data
- Combination of qualitative analysis with a device-based method
Used primarily for
- Advertising evaluations (e.g. posters, advertisements)
- Website evaluations
- Perception of POS presentations
Features
- Brief preceding part, usually in combination with in-depth interviews
- insight uses Tobii products for this (www.tobii.com)
‘Classic‘ qualitative explorations are often accompanied by other methodical approaches, always aiming to acquire a full, holistic picture of the test person.
More specifically, these approaches can be
- Insight/motive studies
- Use of new products at home
Used primarily for
- Insight-/motiv studies
- Usage of new products at home
International Research
We have extensive experience with conducting international qualitative studies. We cooperate closely with a broad network of selected partner institutes in Europe, America and Asia.
Our partner institutes and their experienced moderators have an in-depth understanding of local markets. Close and regular cooperation paired with lean structures enable insight to conduct qualitative multi-country studies professionally and efficiently.
A personal project leader of insight is always on-site to ensure that our high quality standards are met at all times.
World