LINK qualitative is a full service research team that collaborates with innovative companies to develop meaningful products, services, brands and experiences.
Qualitative researchers are also design thinkers
Changes in perspective, empathy and observation are the core elements of design thinking and are also at the heart of qualitative research. Both approaches are concerned with profound understanding, authentic interaction with test persons, trust in the process and critical reflection during analysis.
Focus on context yields realistic results
We tend to overvalue the characteristics of an individual and undervalue the context surrounding the individual. Counteracting this bias is a great challenge. Having the correct methods and tools helps to focus more strongly on situational conditions and recognize blind spots.
Innovation requires room for free thinking
Innovative ideas can only be realized in an environment that allows free thinking, learning and creativity. This takes the courage to venture into the unknown. Failure is seen not as a setback, but as the potential for progress and innovation.
Testing ideas gets you to your goal more quickly
It pays to test prototypes of ideas, products or services on small samples as early as possible. This calls for a close partnership between the researchers and the client. Qualitative research is personalized and customer-specific. It is adapted to react flexibly to changes and to the survey participants.
Indications of attitude are more valid than opinions
As people, we are not good at consciously understanding our desires and actions. To answer the question of “why,” it is important to observe behavior, samples, diaries and tasks (e.g. using implicit methods such as eye tracking, EEG, etc.) in a natural environment. This way, we can identify what people really want or feel and what factors influence them.
Our customers
«“These insights were very valuable for our future strategic orientation. In hindsight, the online blog was precisely the right choice of method for our purposes. You moderated it superbly and motivated people to upload videos and carry out tasks on site. I also find the way the results are prepared very appealing. The report is just the right length, it lists everything relevant.”»
Patricia Gribi, Marktforschung Coop
“The LINK qualitative team quickly identified the heart of the question, searched for and found the hard to reach target groups and conducted the interviews in a neutral, professional manner and with due sensitivity.”
Lisa Moser, Evoleen
“The findings from the explorative study were very helpful in gaining a better understanding of customer behavior and determining where to start the next steps in our merchandising project. We now know where the largest leverage effects will be – it was really worthwhile!”
Marius Masso, Head of Marketing, migrolino AG
The team
Wir sind ein kompetenter Partner für ein diverses Spektrum an Projekten in verschiedensten Branchen - durchgeführt mit hohem Einsatz und Ideenreichtum.
Brigitte Rush
Head of Qualitative Research
«During her more than 20 years of work in qualitative market research, Brigitte has developed a broad range of expertise – from classic methodologies like focus groups, in-depth interviews and ethnographic research to newer digital options.
She has learned one lesson during her career: Qualitative research is both an art and a science. Good qualitative researchers use both their hearts and minds to gain a holistic understanding of a topic.
Brigitte lived for 20 years in the Pacific Northwest in the United States. She earned a master’s degree in experimental psychology and was a research assistant at the University of Washington before she going into market research. »
Bill Bachmann
Senior Research Consultant
Marketing Research
«Bill is our specialist for studies in which we combine qualitative and quantitative methodologies. He has conducted a number of qual-quant projects that primarily delved into consumer goods, finance, insurance, communications and media.
He earned a master of science in business administration with a focus on marketing at the universities of Bern and Basel. He served as a sales coordinator in sport marketing at an international agency before he joined LINK.»
Daniel Stocker
Director
Innovation and Design Thinking
«Daniel is our point of contact for advisory services, conception and implementation of innovation projects involving a range of industries with a focus on needs-oriented product and service developments.
He studied design management at the Lucerne University of Applied Sciences and Art and majored in product and industrial design and design thinking. He has proven himself to be a skilled insights consultant in the areas of business development, marketing and design. He is also an expert in the implementation of design thinking (process and methodology) for strategic consulting projects.»
Lisa Rabner-Catran
Senior Consultant
Behavioral Insights
«Lisa developed a fascination for human behavior while earning a bachelor’s degree in psychology and a master’s in behavioral economics. How do we act? How do we make decisions? And why do we do what we do?
Lisa’s years of experience in marketing research and consulting enable her to not only ask the right questions about human behavior, but also provide her with the tools she needs to answer them.»