IMPACTFUL

Effective, targeted methods

We offer the entire range of qualitative research. In addition to traditional methods, we deliberately focus on new ways to create a mix of methods that also takes account of behaviour and context. Whether individual explorations, group discussions, online communities, mobile diaries, co-creation sessions or insights activation workshops, we always pursue the most effective solution to achieve our customers’ goals.

LIVELY

Close to life

Effective qualitative research offers new insights on challenges. We have a range of methodologies such as ethnography, interactive sessions, films, or vox-pops in our toolbox so that we can ensure the best approach for your research goals.

PEOPLE-CENTRIC

People and their motivations take centre-stage

People don’t always say what they are thinking and feeling. It takes passion, skill and patience to find out what’s on their minds. Focusing on people and their motivations, our research connects you with target group-driven insights that are essential for your company.

Our approach

Our range of research methods aims to support you in all phases of the marketing cycle – be it in the brainstorming phase, idea generation, validation and optimisation or in an advisory role. We divide our methods into three areas:

Explore

Create basic understanding

Evaluate

Test ideas and concepts

Activate

Activate implementation

Explore

Get to know your customers in their personal and cultural context.

  • Exploratory surveys in an individual or group setting
  • Online research communities
  • Mobile diary studies
  • Blog studies
  • Ethnographies in-home/ in-store/ in-office
  • Accompanied customer journeys and shop-alongs
  • UX explorations

Who is my target group and what are its needs?

What drives and motivates each target group?

Which drivers and barriers exist along the customer journey?

What emotional connection do my customers have to the campaign/offer or brand?

Case Study: Food producer

Challenge

Our customer was faced with the challenge of having a large product portfolio but not knowing the effective needs addressed by the individual products.

  • As a result of this blind spot, consumers could not be addressed in a targeted manner.
  • The effective consumption patterns (in which situations are products consumed?) of consumers therefore need to be recorded and explored.

Solution

Effective consumption behaviour can only be observed in real situations. To achieve this goal, we used the mobile diaries and online blog methods.

  • Mobile diaries: Consumers documented their purchases and consumption over an extended period of time.
  • Online blog: Consumers specifically addressed detailed questions in an in-depth manner (preferred brands, associations with product categories and consumption opportunities).

Result

Our customer now has a clear picture of when, where and why its products are consumed.

  • Targeted communication: In addition, our customer was provided with six clearly defined personas, which were validated representatively in quantitative surveys.
  • Our customer can now address different consumers in a targeted manner in future activities.
Other use cases

Evaluate

Examine the acceptance and opportunities of your new solutions directly in your target groups.

  • Focus groups online or in-studio and co-creation sessions
  • Diary and blog studies
  • Mixed qual-quant methods
  • User observations and intercepts
  • Implicit methods and behavioural measurements (manual assessment aids, eye tracking, association test, determination of emotions via facial expressions)
  • UX tests / usability research

What price point will be accepted?

How are brands / products / communication / companies perceived?

How do my current and potential customers describe my brand’s / product’s / service’s USP?

How are my new concepts understood?

Use Case: B2B

Challenge

Our customer, a leading window manufacturer in the Swiss market, wants to set itself apart from the competition with a new and innovative concept.

  • The challenge was to explore the most innovative of several visionary concept ideas from the point of view of customers and experts from the construction industry.

Solution

In order to identify the concept with the greatest market potential, we drew on interviews with customers and experts from the construction industry.

  • Individual explorations: Various concepts were tested and explored with builders, architects and planners.
  • By examining the concepts with the aid of stimulus material, we were able to analyse the most important drivers and determine which concepts have the greatest market potential.

Result

Our customer now knows the most important trends in the construction industry and knows which concepts or combinations of them to pursue.

  • Specific recommendations for action: We were able to record the key drivers for product selection and provide our customer with concrete recommendations for action for successfully progressing the concepts.
Other use cases

Activate

Translate the identified needs into existing and new solutions and business models.

  • Workshops, including co-creation, customer circles, ideas workshops, business model canvas
  • Stakeholder and expert interviews
  • Online research communities

How can we optimise the existing portfolio?

How can we translate the identified needs into solutions?

What might the business model look like?

How can we best communicate our project?

How should our brand be positioned?

Use Case: Finance

Challenge

Our customer was faced with the challenge of wanting to set itself apart more clearly from the market and to optimise its portfolio.

  • It is important to our customer to be able to offer its users a simple and transparent product portfolio. In the area of payment transactions, for example, the company would therefore like to offer the products in modular bundles.
  • The challenge here was to make the end product as user friendly as possible, while not knowing what end users would consider optimum bundling.

Solution

In order to specifically record the reactions and attitudes of potential users, stimulus material was used as a trigger in interviews.

  • Stimulus material as a trigger: Together with our customer, we developed suitable stimulus material that allows initial reactions to be observed.
  • Individual interviews: The stimulus material was presented in individual explorations and the participants were asked for their assessment.

Result

Our customer now has a clear picture of when, where and why its products are consumed.

  • Product content and pricing: The explorations provided an understanding of the features that might be used to create an attractive offering and what future pricing would need to look like.
  • Modular offers: It was also shown that bundles are only well received by users if they are modular and cover individual needs.
Other use cases

Contact us

Brigitte Rush-Gleissner

Head of Qualitative Research