QUALITATIVE MARKET RESEARCH

Contact Germany
Werner Grimmer
Prokurist
services (financial services, telecommunications, IT, logistics), tourism, B2B
D: +49 (0) 221 42061-294

Jasmin Hartlaub
Senior Consultant
trade, FMCG, textiles
D: +49 (0) 221 42061-354

Heike Wilz
Head of Business Unit Financial Services
media
D: +49 (0) 221 42061-349

Qualitative market research is indispensable when it comes to understanding complex psychological correlations and dynamic processes of consumer everyday life, in order to develop systematic marketing strategies. For us, qualitative market research does not only mean describing the relevant phenomena but also and specifically providing an integrated understanding of the underlying psychological structures, their meaning and their effects.

Our qualitative market research is based on the concept that, basically; all people face the task of balancing the various requirements of their environment on the one hand and their own desires and needs on the other hand. YouGov has developed a model describing the motives of human behaviour - the psycle - which gives you an illustrative outline of our basic understanding and concept of human behaviour.

Our staff is highly qualified and substantially experienced in applying and evaluating the methods of depth psychology. Our particular strengths include the integrated application of quantitative and qualitative methods as well as a special expertise in conducting B2B surveys.

AREAS OF APPLICATION

	branding | image
	product development | product testing
	customer satisfaction
	market segmentation & target group analyes
	advertising effectiveness
	website tests

ANALYSIS & BENCHMARK TOOLS

Our analysis and benchmark tools combine the benefits of benchmarking, reliability and economy: overview

METHODOLOGY

In the following, please find a list of methods we frequently use. We develop further approaches and a detailed concept based on your specific questions during the project phase.