Qualitative research is the specialty of our market research firm. Our internal teams carry out projects in all European countries. We offer the most common methodological approaches (qualitative interviews and focus groups) as well as more advanced methods, in both B2B and B2C. Rigour characterises all our analyses. We are the last firm in Europe to practice manual coding and one of the very few to systematically provide a literature review at the beginning of each project.
Contact us for your qualitative study
Qualitative study: our services at a glance
- Covered territories: entire Europe + North America
- Methods used: semi-structured interviews, focus groups, participatory and non-participatory observations, mystery shopping
- Budget: from €7500 excl. VAT
- Study duration: from 4 weeks
- Deliverables: recordings, transcripts (manual or algorithmic), analysis, results presentation, recommendations
- Quote: within 48h (immediate approximate budget when contacting us by phone)
When should you choose a qualitative study?
One thing is certain: qualitative approaches remain misunderstood by companies, which often use them inappropriately. You must start from your business problem to determine the most suitable approach. Two approaches are distinguished:
- exploratory: you are at the very beginning of developing a product or a market and know very little. You are not yet able to guide your business choices and do not yet understand how the target market works. In this case, opt for individual qualitative interviews.
- confirmatory: you have already developed a prototype, built hypotheses, and want to confront them with the reality of your future customers. In this case, opt for focus groups or diaries.
Questions about the right method? Contact us!
The 4 types of qualitative study offered by IntoTheMinds
IntoTheMinds offers 4 types of qualitative studies to its clients. In most projects, we use only one approach before moving on to the quantitative study. In rare cases, we may combine several qualitative approaches to get as close as possible to the mechanisms explaining your customers’ behaviour.
Qualitative interviews
Semi-structured qualitative interviews are the leading method to explore the needs of your marketing targets. An interview takes place face-to-face and usually lasts from 30 to 90 minutes. We conduct interviews in both B2B and B2C. The discussion always follows an interview guide.
Focus groups
We conduct focus groups in person as well as online. In both cases, we take care of everything from A to Z. For practical reasons, we reserve focus groups for the B2C context. In B2B, it is preferable to opt for individual interviews, which are easier to organise and ultimately less costly.
Diaries
Diaries are a very interesting approach to capture consumer insights when testing a new product or service. This qualitative method is mainly used in B2C. The participant records their impressions in an online diary over several days or weeks. This keeps a trace of immediate impressions, which can later feed a semi-structured interview or a focus group.
Mystery shopping
Mystery shopping can be considered a qualitative technique because it is ultimately an observation exercise (participatory or non-participatory depending on the client’s objectives). We specialise in complex mystery shopping, most of the time in B2B.