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
We are a competent partner in a wide range of projects in various industries, which we carry out with great dedication and imagination.
Brigitte Rush
Head of LINK Qualitative
“Up to now, I’ve lived in four countries. The experience changed me for the better, especially when I defined concrete goals but remained flexible to react to surprises.”
Simon Machleidt
Senior Research Consultant
“My drive is my permanent curiosity in people and what motivates them: Being able to constantly get to know new opinions and points of view is what motivates me every day.”
Michèle Hediger
Project Manager
“I’m motivated by people: Their stories, thoughts and emotions. I’ve noticed that society is beginning to live more consciously, think more critically and become more open.”
Bill Bachmann
Project Manager
“I’m driven by new views and opportunities. If I can make a difference in the lives of my fellow people, then something changes in me, too.”