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First and foremost, listening to people.

As we all know, qualitative research gives us the chance to listen to consumers, receive input on less tangible (or ones they are less aware of) aspects of their experience with the object of research, focus on their system of values, needs and expectations in order to identify that ‘person’ that is capable of expressing their own perceptions and then place the information collected in a wider context (the collective imagination) during subsequent analysis. Our method of listening to consumers, both in the focus groups and individual interviews, involves careful observation of participants' behaviour and subsequent ‘recording’ of all non-verbal information on the nature and intensity of their ‘involvement’ as well as the traditional motivational method and associative and projective tests. Ex-post analysis is therefore carried out on text (full verbatim transcriptions) and on what can be deduced from observing non-verbal behaviour (using video-recorded material, if necessary). Compliance with quality standards is guaranteed by carefully checking the validity and reliability of the target groups and all stages of the fieldwork.

The tools used for qualitative research are:
  • in-depth interviews (individuals, in pairs, families)
  • focus groups
  • semiotic analysis
  • ethnographic interviewing