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| Method-Based Consulting for Qualitative Research |
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“Creative, controlled openness”
Qualitative methods have a firm place in YouGov; market research repertoire. On the one hand, they offer a large and creative scope for operating within the individual research project. On the other hand, qualitative methods do make high demands on the concretisation and application of the questions themselves due to their open nature. Our task here relates to the question of selecting the right qualitative tools, the qualified allocation of random tests, the interpretation of data, the validation and/or generalisation of the results (“psychological representativity“) as well as the relationship with quantitative methods and their results. YouGov has many years of solid experience in the use of qualitative market research methods, and its employees are highly qualified in their use. We advise you on all questions and possibilities regarding qualitative market research – also as preparation for representative studies. If required we will also do in-house training sessions.
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What are qualitative methods suitable for?
Qualitative methods such as depth interviews, group discussions, scene-dramas and customer conferences (customer workshops) are used by YouGov in various phases of the market research process. For example:
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Qualitative explorations or pre-studies for preparation of representative interviews or target group interviews
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Use in new and less researched questions
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Use in questions that require a deeper understanding of complex congruencies in terms of experience, motivations and behaviour
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Support and control of interpretation of results and congruencies gathered in quantitative interviews
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Accompaniment during and evaluation of product development processes
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Feedback processes within the framework of service engineering (also for employee training) |
Advantages of qualitative methods
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Vividness: Test persons are probed on the individual questions in detail and directly while they are experiencing something and without being given fixed response alternatives
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Understanding: Motivations, congruencies and backgrounds underlying customer and consumer behaviour become transparent and comprehensible
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Insight: Complex research subjects or new questions can be worked on directly and social influencers can be described
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Relationship: Mutual trust between interviewer and test person enables them also to talk about difficult questions and so-called “taboo themes”
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Innovation: The creativity potential of consumers, clients and employees is used |
Information and advice
For questions and further information on use of qualitative market research methods, Mr. Werner Grimmer (mail to
werner.grimmer@yougov.de) as department manager for qualitative research is ready to help you. We will gladly submit you an individual quote.
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