Qualitative Market Research Services
Since that time, we’ve undertaken 1000’s of qualitative market research projects for B2C and B2B clients in the UK and globally.
As a result, our sector experience is vast, and includes Food, Drink, Finance, Automotive, IT, Fintech, Telco, Travel, Fashion, Luxury Goods, Health, Education, Energy, Local Government and Hospitality – to name just a few
Our qualitative market research methodologies
Brandspeak provides face-to-face, online and phone-based qualitative research methodologies.
Face-to-face qualitative research services
Face-to-face qualitative research is great for exploring subject matter in real detail, or when there are complex issues to dissect. It’s also best if there is a lot of stimulus material to cover, or if teamwork is required from those taking part.
BrandSpeak offers a wide variety of different, face-to-face, qualitative research options, including focus groups, depth interviews, co-creation sessions and drop-in options.
Face-to-face depth interviews and paired depths
Depth interviews (or IDIs) are great for more sensitive subjects, or when it just isn’t possible to convene focus groups. And they are also perfect for subjects like home finance, house purchase or holidays, when we’ll often need to interview couples, to ensure we get the full picture.
Face-to-face focus groups and mini groups
These are particularly good for reviewing brands, concepts, products and services, advertising and other marketing communications, as well as customer experiences. We also use them when we need to explore the target audience’s thinking at both sub-conscious (System 1) and conscious (System 2) levels.
Co-creation workshops
These are frequently used to fast-track the development of new products, services or customer experiences, by bringing clients and consumers together in highly interactive, task-oriented working sessions. They are highly dynamic, creative – and productive.
Expert interviews
When it comes to the more complex B2B research projects (e.g., medicine, engineering, investment or IT) we can access even the most hard-to-reach subject matter experts.
And whilst we are generalists, we’ve never come across a research subject that we haven’t been able to tackle on behalf of our clients (and that includes robotics!).
Drop-ins
Where the project requires detailed, first-hand understanding of the consumers’ environment and behaviour we may recommend a drop-in approach. For example, when we were asked to compile a detailed report on the snacking behaviour of UK households, drop-ins formed part of the research solution. We visited 20 families at home over several days, so we could observe, experience, explore and record their snacking activity first-hand.
Online focus groups
These provide a more flexible and cost-effective option when face-to-face focus groups aren’t necessary. And clients don’t need to compromise on the quality of the insights either, because they often lead to more spontaneous, less inhibited feedback from respondents.
Online depth interviews
Great for B2C and B2B research, where participants may be time-poor and subject matter may be (commercially) sensitive.
Online Diaries
All our diary projects are mobile enabled, so that participants can capture and report their experiences, feelings and thoughts instantly and whilst on the move. This form of contextual reporting is perfect for capturing highly vivid insights in relation to home, work and social life.
Expert interviews
Online research communities are perfect for conducting an ongoing dialogue with the target audience over a period of days, weeks or even months. During this time, a range of concepts and ideas can be explored and evolved.
Dialogue is usually between the moderator and the online qualitative community as a whole. However, side-conversations can also be conducted between the moderator and individual members, unseen by the rest of the community.
Communities enable respondents to participate over a variety of different devices– including mobile – ensuring maximum spontaneity.
- Enables respondents to upload photos and videos quickly and easily
- Notifies them automatically when there is a new task to undertake
- Gives them a nudge when they have tasks that are outstanding!
- Provides the option of Facebook-style posts, pop-up surveys and other interactive elements, to ensure they are kept stimulated
- Delivers instant translation of community dialogue into different languages so that discussions can be followed by observers from other countries.
Online qualitative research services
Online qualitative research is quick and cost-effective, perfect for bringing together consumers from geographically dispersed locations. Brandspeak provides several different, online qualitative research methodologies including focus groups, depths, video diaries and communities.
International qualitative research capability
Brandspeak’s qual team comprises native speakers from many different countries, meaning we can conduct qual in a variety of languages. Where in-country moderators are required also have qualitative research partner agencies located across the globe.
Testimonials
- Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!
- Tom Green
- Marketing Manager | Industrials Group. Garner Denver Limited
- We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
- Strategy & Insight Manager | Animal Friends Insurance
- Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
- Tom Suberg
- IT Project Manager at J.H. Tönnjes E.A.S.T. GmbH & Co. KG
- From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
- Verity Kimber
- EU Transition Manager, SHOTT Beverages
- From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
- Leading life and pensions provider
- It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly… a heartfelt thanks.
- DLKW
- We worked with Brandspeak on some qualitative research for a significant redesign of our products and our brandmark. Their approach was extremely professional, they took the time to clearly understand the brief and overall were very informed in the world of research. I wouldn’t hesitate to recommend them or use them again in the future.
- Victoria Leigh-Pearson
- Director, Group Sales & Marketing, John Ross Jr (Aberdeen) Ltd/Coln Valley Smokery Ltd/PR Foods
- Working with Jeremy from Brandspeak has opened my eyes to how powerful good quality quantitative data can be to inform and drive better business decisions.
- Adrian Chatterton
- UK Product Manager, Spine & Orthobiologics, Stryker
- Brandspeak were a pleasure to work with. They're extremely helpful and professional and truly experts in everything they do. They were able to help us and provide valuable knowledge throughout the entire process, from helping curate survey questions, carrying out the research and feeding back the results in a clear and proficient way, all with exceptional communication. Thank you Mark Bagnall and the Brandspeak team. Would recommend and definitely use again.
- Grace Hughes
- Blink
- We asked support for the Campaign Evaluation Research of our TVCM campaign. They organized and prepared everything on time, and we could get the necessary information as requested. Thanks to them, we could learn a lot of things and could improve our future marketing strategies. We are looking forward to working with them again!
- Tomoki Kawai
- Marketing Manger | Kikkoman
- Brandspeak are a fantastic market research partner. They tackle briefs head on and ask plenty of questions to make sure they fully understand the objectives, as well as challenge anything that could impact the quality of the research. They're good storytellers and presenters so it's very easy to understand their findings and share further with stakeholders. Would highly recommend.
- Samantha Neville
- Communications & Engagement Manager | NHS
You will be in good Company
Qualitative research articles
Maybe you would be interested in one of our articles on qualitative research:
Table of Contents The B2B Segmentation Challenge The challenge inherent in B2B market segmentation often lies not in identifying the segmentation model …
Table of Contents What is Brand Awareness? Brand awareness is defined as the extent to which consumers are familiar with a particular …
Introduction To really understand advertising and how to measure its effectiveness, it’s first necessary to accept a basic truth: mostconsumers don’t give …
Introduction The use of online (as opposed to face-to-face), qualitative research for conducting focus groups has increased sharply over recent years. But …
Customer segmentation is a market research tool that divides a brand’s consumer base into different groups, with the goal of gaining a …
Market research is constantly evolving, with new tools and technology to help brand owners identify trends and gain a deeper understanding of …
After the Chancellor’s recent Budget announcement warned of challenging months ahead in the aftermath of the pandemic, the Institute of Fiscal Studies …
To successfully market a brand or product, brand owners must have a deep understanding of the characteristics and behaviours of their dream …
Photo byPeter Bond onUnsplash In this article Covid-19 has had a huge impact on consumer behaviour across the board, affecting almost every aspect …
Introduction Brand tracking is seen by many marketers as a ‘rear-view mirror’ tool that is too retrospective and doesn’t provide useful insights …
Everyone is talking about online communities, but what is all the fuss about? This article will outline what online communities are and …
Introduction In this 5-minute article, we take a look at Big Data and how it can be used to augment and improve …
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