We use a broad range of ‘in-person’ qualitative research approaches to explore the rational and emotional thoughts, needs and expectations of B2C and B2B consumers in real detail.
Face to face qualitative research adds an additional layer of information that cannot be gathered from respondents providing feedback unobserved. The interviewer is able to collect emotional and behavoural qualitative data that respondants unconsciously exhibit but that is indicative of people's experiences and perception of your brand, product or service.
Additionally these qualitative research methodologies result in higher response rates and also allow for more indepth and open ended questioning. It is easier to provide a long answer to a question orally than in writing.
The types of qualitative face to face research Brandspeak can undertake are:
Focus Groups and depth interviews
These traditional methodologies are still qualitative research stalwarts.
For ‘intercepting’ and interviewing customers about an element of the brand experience they have just had – in relation to a supermarket, restaurant or airline for example.
To understand the views of opinion formers and subject matter experts in relation to a client’s brand.
Moderated, deep-dive sessions typically with clients and consumers together, in order to understand, clarify and work through specific, brand-related issues.
Similar in format to the Immersion Workshops, these typically involve clients and consumers collaborating together in an extended, moderated session to evaluate a new product or service idea and identify it’s ‘must have’ features and benefits.
For qualitative / quantitative evaluation of a new product or service. Held in a venue typically located in an area of high footfall.
Consumers are stopped outside and invited to participate. After being screened they enter the venue to take part in the evaluation of stimulus material. Interviewers are on-hand to ask questions, probe responses and upload data.