Articles filed underQualitative marketing
How many interviews should you conduct for your qualitative research?
By Pierre-Nicolas Schwab •
While determining a sample size is easy for an online survey (for example, brand awareness research), the same cannot be said for the number of interviews in qualitative research. The principle of saturation is often put forward as the ultimate argument for determining the…
Qualitative interviews: use of real-life scenarios (or “vignettes”)
Different methods can govern a qualitative interview (one of the leading techniques in qualitative research). One of them is the scenario method, also called "vignettes". In this article, we discuss the use of real-life scenarios to simplify the respondents' speaking…
Qualitative research on Chinese tourists undermines stereotypes
Are the leading museums doing enough to understand the customer experience they offer? In this article, I have looked at the use of Big Data to understand visitor expectations better and increase satisfaction. Even without Big Data, it is possible to…
Qualitative market research: using the senses in participatory research
By Pierre-Nicolas Schwab •
All market research aims to achieve objectivity. This is, of course, the case with quantitative methods, but also with qualitative research methods. In today's article, we present you with a study that shows why it is necessary to use your senses in qualitative research.…
The impact of coronavirus on qualitative market research methods
By Pierre-Nicolas Schwab •
The coronavirus crisis affects us all, regardless of the industry. The market research industry is no exception. The conduct of qualitative market research, in particular, has been impacted, since qualitative interviews or focus groups can now only be conducted remotely. A prospect asked me…
IntoTheMinds offers market research services in France
By Pierre-Nicolas Schwab •
We are happy to announce that we opened in July our office in Paris to be closer to our French customers. Located in the 9th district of Paris (13-15 rue de Taitbout), a stone's throw from the Opera house, offers…
This artist uses market research techniques for a stunning visual result
By Pierre-Nicolas Schwab •
While on business trip in Glasgow a few weeks ago (for the EMAC marketing conference), I visited the Glasgow Museum of Modern Art and discovered the Mitch Miller's work. Mitch Miller is a Glasgow-based artist who has invented the concept…
How to successfuly realize qualitative interviews in market research studies
Step-by-step market research guide almost ready: first teaser
Tips and tricks : using observation as a market research tool
Digital innovation: does your market segment care ?
How to handle qualitative market research in different countries / languages
