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.

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
Research Consultant

«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
Senior Consultant

«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

«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.»


Selen Gjukaj
Research Consultant

«Selen worked as a brand and content manager before joining LINK. She later studied applied psychology with a focus on business psychology at the University of Applied Sciences and Art of Northwestern Switzerland. She discovered her passion for qualitative research while in college.

She grew up amid various cultures. These experiences help her assume new perspectives and gain a deeper understanding of different target groups..»

Contact us

Brigitte Rush-Gleissner

Head of Qualitative Research