UEresearch » Services » Qualitative Market Research

Human beings are complex, subjective beings for which traditional research techniques don’t always work. Qualitative research combines areas of sociology, psychology and other social sciences to delve further into the behavior of your customers.

Qualitative research helps you understand “why” your customers want to buy or not buy your product. Qualitative research techniques seek to penetrate the subtler processes involved in the sales cycle.

At UEresearch, we take a holistic look at the consumer through various qualitative methods. We will work with you to discover which methods will draw out the best answers for your unique business needs:

Focus Groups: When you want to get a lot of feedback quickly, and the subject matter is more broad and general.

Panels of 6-25 people are brought together at one time, directed by a skilled moderator, to discuss ideas related to a set of topics related to the research focus areas.

Contextual Research: When you want to do more in-depth interviews with consumers to understand the reasons behind their behaviors.

One-on-one interviews that seek to “get to the root” of the issues being explored.
Interviews can take place in the lab (bringing the participant to a set-up of the product being discussed) or can happen on-site (interacting with the participant in the environment where they use the product).

Observational Research: When you want to see how customers act, without them knowing they are being observed.

A researcher goes to a place of interest to observe people making purchasing decisions, using a product or any other activity that is significant to your research.
In some cases the observer may participate in the activity in order to better understand the issues that actual users face.

Field Research: When you want to intercept potential users at the place of purchase for fresh, immediate feedback.

Interviewers go to the place of purchase or known location where your specific customer will be.
Participants are “intercepted” to answer a few brief questions.
Responses are typically collected digitally on-site, allowing for quick and efficient data gathering.

Psychographics: When you need to understand what makes your customer want to buy your product or service.

Psychographic research focuses on what influences buying behavior such as spending patterns, brand consciousness, and promotional efforts that are most effective.

Choosing the appropriate research method is only the beginning. With the best process in place, qualitative research can provide you with an understanding of the inner workings of your customer’s desires and how best to market to them.

UEresearch does not simply focus on deliverables. We want the data to mean something to our clients. We want the findings to be insightful and actionable. We strive to give you the information you need to stand out and be noticed.