Qualitative Research
See your business through your consumers' eyes with qualitative research designed to provide actionable insights.
What is Qualitative Research?
Qualitative research explores how people think, feel, and behave in ways that numbers alone cannot capture. Best known as focus groups, it also includes interviews and observation. It’s about gaining deeper insights into how people think and behave, not providing statistical data.
We go beyond just collecting opinions; we create structured, yet flexible discussions designed to elicit genuine, meaningful insights.
This method is perfect for improving product usability, optimizing point of purchase communication, strengthening surveys, and letting your team hear directly from consumers.
Key Features of Qualitative Research
A small group of consumers are led through a discussion in Focus Groups.
Stakeholder Interviews to discuss brand strengths, weaknesses, and threats.
Mobile App Usability Testing finds pain points with Moderator-led sessions.
Consumer observation during the selection process in Shop-Alongs.
Moderator-led Ideation Sessions of current realities and future state needs.
Mystery Shops through a mobile app to capture images and answer questions.
In-depth Interviews for personalized or complicated conversations.
Gain a deeper understanding of emotions & reactions with Sentiment Analysis.
Website Intercepts are moderated screen reviews to test site usability.
Unmoderated Observation Research of consumers during an experience.
Give consumers a voice with Co-Creation Research.
Mobile Diaries show consumer behavior over time and measure behaviors.
Struggling to understand consumer behavior? Let’s discuss how SMARI’s qualitative research can provide clarity.
Unlock the Right Questions with Qualitative Research
In a world driven by data, qualitative research provides the “why” behind the numbers, offering clarity that leads to smarter, more confident business decisions. This research provides a flexible environment to hear from consumers without aided responses.
Preliminary Topic Exploration
If your brand is operating on assumptions, start here. Hear directly from consumers and gain fresh perspectives to drive research.
Navigate Complexity
This methodology is also a go-to when the topic is complex, as is often the case with B2B research. Understand the buyer’s decision journey or drivers of choice for even the most involved sales funnels.
Obtain Hands-On Insights
Qualitative research uncovers the ‘why’ behind consumer actions, revealing insights that data alone cannot capture, especially for tangible experiences and unconscious behaviors.
Why Choose SMARI for Qualitative Research?
SMARI delivers more than questions; we uncover deep consumer insights. Our expert moderators, with 40+ years of experience, balance structure and adaptability, creating safe spaces for honest sharing. We reveal the ‘why’ behind behaviors, providing profound insights.
Our researchers excel at reading the room and adapting to the flow of live discussions, whether in focus groups, interviews, or ethnographic studies. We deliver a personalized approach tailored to your unique brand needs, utilizing cutting-edge tools and methodologies to provide actionable insights.