Qualitative and Quantitative Research
Discovering the reasons to explain why things are as they are and understand in what way things need to be changed for things to be different.
The qualitative analysis allows us to explain the phenomena of consumerism and establish models that govern them. Effectively, defining the hypotheses about the operation of marketing. Through quantitative dimensions the reach, we validate the model and we carry out a follow up of how it evolves.
Types of studies
Studies of brand image that help the company strategy against competitors, defining the brand’s strengths and weaknesses, as well as its opportunities and threats. Therefore, we can establish the brand positioning.
Studies with the intention of carrying out consumer analysis and establish a conclusion of the motivational underlayer through which consumer behaviours are supported.
To take a snapshot of the situation of the product and of the fundamental marketing variables compared to competitors: needs of the consumer, perceived prices, communication value and channel analysis.
To avoid the usual failure of a good number of the new products launched, it is key to include the consumer’s voice in the design process.
To identify the differentiating factors from the competitors and raise the exposure of customer needs.
Understanding of the customer experience while using different online and offline devices.
To establish the basis for the communication strategy, support the design of its different aspects and evaluate its impact.
To analyse the navigability and adapt the content to meet the needs and expectations of users.
Analysis of the customer experience in the different steps of the buying process, service or relationship with the market by understanding the impact in the different touch-points.
Types of techniques
Qualitative techniques par excellence. It allows for social discussion of a topic and carry out deep analysis to discover basic attitudes of the consumer and the variables which determine them.
Similar to Focus Groups, it aims to understand and deep dive into the position of the respondent, but in this case, from an individual perspective.
This is an online version of a Focus Group. Ideal for participants from different geographical areas, and longer processes.
Collaborative work with clients and users to work on the design of a product or service and of the marketing variables that develop it. This is a technique geared at generating innovation, which extends the perspective of companies and firmly considers the user’s point of view.
Basic quantitative technique that allows the position of a representative sample of consumers to be measure related to a pre-determined question.
Observation of participants and interviews carried out in the place where the studied topic takes place: generally the place of purchase and place of consumption.
Phenomenological analysis of the sales process and of market-launch variables.
Close-up to the consumer in real context in which the marketing problem is considered: at home, place of leisure.
Analysis of the perception and value of the interaction of the user with a product, service or device.
Analysis of the navigation of a device and identification of the aspects which favour or make it more difficult.
Real time analysis of customer behaviour in actual purchasing situation or in shops.
Use of quantitative data through techniques which detect the general structure of the data and the relationship between them, such as Principle Component Analysis, Segmentation, etc.
