Qualitative Marketing Research
Qualitative marketing research seeks to obtain in-depth information about consumers’ experiences, perceptions, and attitudes. This type of research is used to understand the underlying reasons and motivations behind consumers’ behaviors and decision-making processes. There are a number of different data collection methods that can be used in qualitative research including focus groups, in-depth interviews, online bulletin boards, and usability testing.
Limelight Insights by Shugoll is a marketing research company that provides custom, full-service consulting for qualitative marketing research studies. This includes everything from study design and data collection, to data analysis and preparation of reports and presentations including actionable insights and recommendations.
The Limelight Insights team is comprised of qualitative research project management experts. We provide the location, logistics, and project management to ensure the success of your research.
When done correctly, qualitative marketing research can give businesses a competitive edge by helping them to better understand their customers and the marketplace. Furthermore, this type of research can help businesses to refine their marketing strategies and improve the effectiveness of their advertising.
Limelight Insights by Shugoll is known for having the industry’s most experienced and creative staff of qualitative project directors and moderators.
Our research moderators tend to focus on certain vertical specialties to lend even greater expertise and value to your project. We have four highly skilled moderators with multi-cultural and multi-generational research expertise. And we’re known to provide some of the most insightful analyses, report writing, and debriefings in the industry.
Qualitative methodologies we specialize in include:
- Online focus groups and one-on-one in-depth interviews
- In-person focus groups and one-on-one in-depth interviews
- Telephone focus groups and one-on-one in-depth interviews
- Usability testing
- Dial research followed by break-out focus groups
- Ethnographic observations
We are also skilled in using projective techniques to reveal underlying motivations, including:
- Anthropomorphization or metaphors
- Collage and photo sorts
- Conceptual mapping
- Diary logs
- Expressive drawing
- Forced relationships
- Personality associations (fixed or variable)
- Sentence completion exercises
- Situational associations and drawings
- Storytelling/Wishful thinking exercises
Our consulting team has over 50 years of combined qualitative research experience and we are leaders in the marketing research industry. We look forward to the opportunity to share our experience with you as your full-service research partner. Submit a Bid Request to get started!