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Qualitative research: methods and applications for enlightening & operational research results
Qualitative research is an essential pillar of market research. Their ability to reveal consumer behaviors and attitudes provides companies with a deep and nuanced understanding, essential for fine-tuning their strategies to best meet market expectations. By focusing on the “why” behind customer actions and preferences, qualitative approaches reveal valuable insights.
Unlike quantitative studies, which quantify behavior through statistics, qualitative studies examine behavioral data in a more exploratory way. They seek to understand the underlying context, emotions and motivations, offering a wealth of information that quantitative methods alone cannot capture.
Understanding qualitative research
The principle behind qualitative research is its central role in analyzing consumer behavior, attitudes and perceptions. This method delves deep into people’s lived experiences, offering an intimate and detailed perspective on what really motivates their choices and preferences.
The advantages of this approach lie in its depth of analysis. Able to highlight subtle nuances in consumer motivations and preferences, it sheds light on aspects that are difficult to detect in quantitative research. This wealth of information fosters a more complete and nuanced understanding, essential for developing effective marketing strategies.
Our overall approach
All our approaches come together and interact, forming a multitude of possibilities, in combination with each other. Whether your need is to understand consumer expectations, to test the potential of a new product, or to screen innovations, we can help you with specific approaches.
Exploration and idea generation
- Understanding uses and attitudes
- Identify needs gaps, insights, ideas, etc.
Concept validation
- Screener of ideas, claims, concepts
- Validate the sustainability of the concepts
Product development
- Validate and optimize elements of the marketing mix (product, price, pack, etc.).
- Testing formulas
Launch
- Helping you launch your product on the relevant market
Product renovation
- Validate renovations
- Perceived difference? Gain vs. current?
- Risk on current buyers, etc.
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Planning a qualitative study
Clearly defining the problem and formulating precise research questions are fundamental steps in planning a qualitative study. These questions will guide the entire research process, determining the specific objectives to be achieved to meet the needs.
The qualitative methodology chosen must be in line with these objectives. The selection of appropriate methods (individual interviews, focus groups, observations, ethnographic studies, etc.) is essential to guarantee the relevance and effectiveness of the study.
Each method has its own specific features and advantages: the methodological approach will be chosen according to the objectives and constraints inherent in the project.
How does qualitative analysis work?
Exploration of qualitative data
Qualitative analysis is based on in-depth examination of non-digital data, aimed at understanding consumers’ underlying behaviors, perceptions and motivations. Unlike quantitative studies, which seek to quantify the problem using statistics, the qualitative approach looks at the deeper nature of phenomena, exploring the “why” and “how” behind the data. She uses a variety of methods such as individual interviews, focus groups and ethnographic observation to gather rich, detailed information. This process enables researchers to delve into the complexity of human experience, revealing significant insights that cannot be captured by purely quantitative measures. By focusing on the specific context and adopting an exploratory approach, qualitative analysis offers a nuanced, multi-dimensional understanding of the subjects studied, making the results particularly relevant for developing strategies or solving market- or company-specific problems.
Qualitative data collection
The techniques used to collect qualitative data vary widely, including interviews, observations and focus groups. Each of these methods provides access to a specific type of information, be it personal opinions or natural behaviors in a given context.
The data collection process must be rigorous to ensure the quality and reliability of the data collected. This requires meticulous preparation, professional interviewing and careful recording of the information obtained.
To achieve this objective, it is essential to adopt a systematic, in-depth qualitative study method. This starts with a clear definition of the research problem and objectives.
Next, participants must be carefully selected to ensure a representative sample of the target group. The preparation of guides, whether directive, semi-directive or non-directive, plays a critical role in extracting relevant and meaningful information.
Finally, the analysis of the data collected must take into account potential biases and apply recognized analysis methods to deduce reliable and relevant conclusions. This meticulous process is essential for obtaining results that accurately reflect the behaviors, attitudes, and perceptions of the studied group, providing a solid foundation for strategic decision-making.
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What are the advantages of combining qualitative and quantitative research?
Combining qualitative and quantitative studies provides an in-depth understanding of the subject under study. Qualitative studies provide rich, detailed insights into the behaviors and attitudes of individuals, while quantitative studies enable results to be generalized to a wider population. This combination offers a complete and balanced perspective, reinforcing the validity of the conclusions drawn from the research.
Data analysis and interpretation
Analytical methods such as thematic or content analysis play a key role in extracting meaningful insights from the sheer volume of information gathered. This critical step transforms raw data into actionable knowledge, facilitating informed strategic decision-making.
The insights generated by this analysis are fundamental to guiding business decisions. They not only reveal unexplored opportunities, but also enable existing strategies to be fine-tuned to maximize their impact on the market.
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Methods for a successful qualitative study
The use of detailed methods and adapted tools is essential to the success of a qualitative study. At Techni’Sens, we use several approaches to guarantee the richness of the data collected:
- Focus group: generating ideas and creating emulation
- Individual interview: individual and in-depth perceptions
- Ethno-marketing: observing consumer practices in their environment
Each technique offers a unique angle from which to explore the complexity of human behavior. Their systematic application considerably enriches the research process, providing a solid framework for the collection and analysis of qualitative data.
Some examples of qualitative research carried out by Techni’Sens
Case study #1
A customer needs to understand the routine and gestures involved in the use of a beauty hygiene product, in order to help finalize the development of a prototype targeting African countries. To support our customer, Techni’Sens carried out an ethnographic study in Kenya with 25 regular consumers in the target category, in order to draw up an exhaustive inventory of consumer routines and gestures (in the form of videos).
Case study #2
A customer wants to work on the new creative execution of its packaging, capitalizing as much as possible on feedback from its strategic target and minimizing the “go to market”. Techni’Sens set up a process of iterative focus groups (5 focus groups spread over a week) with the active involvement of the pack agency and customer stakeholders, enabling the packs to be reworked live, obtaining instant feedback and resulting in a finalized execution in just a few days.
Case study #3
A customer wants to test a few prototypes at a very early stage in the development process, in order to quickly identify “red flags” and prototypes to be discarded or continued in development. Techni’Sens set up a sequential evaluation of all prototypes in real use (at home) with 15 regular consumers, with an individual interview after each product evaluation. This enabled us to draw up a usage report for each prototype, highlighting consumer redflags and preferences on key sensory and efficiency dimensions.