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Qualitative Research

This type of research brings deeper insights into the attitudes, feelings, and motives of consumers; it explores the scope of their opinions and discovers their wishes for the future. Material collected in qualitative research is often used for the formulation of questions in subsequent quantitative surveys.

Our qualitative studio in central Prague is equipped with a one-way mirror, quality audio/video recording, simultaneous translation technology, and Focus Vision – a unique system which makes it possible for clients to view focus groups in real time from any place in the world.

Qualitative research involves projects focused on the testing of communication in all its phases (pre-tests, post-tests, looking for new ways, products launch and re-launch, motivation, customer satisfaction, corporate/brand image, brand value and brand repositioning).  

Group discussions (focus groups)

These are discussions led by a qualified moderator. Apart from basic methods, they also use a broad range of complementary methods, such as visualization, association and projective techniques, as well as role-playing to explore the attitudes, opinions, and motivations of different target groups. They can be carried out in Prague or at any other location.

Individual In-depth Interviews (IDI)

Psychological explorations suitable for the research of specific target groups or topics, which are difficult to investigate in a group.

Expert interviews

They provide insights from professionals from various industries.

Eye-Tracking

It investigates how the costumer processes advertising messages. Distortion of data is minimized as the respondents are in their natural role of customer, instead of being in the role of a critic.