Qualitative Research

Using proprietary digital and in-person qualitative techniques, uncover human and cultural insights for business growth.

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As the largest global qualitative network, we provide unparalleled access to insights about people’s lives, relationships and cultural contexts. Apply the latest knowledge about psychology, behaviour and emotions to inspire your marketing strategy.

Key features

Specialist knowledge

Experts in concept development, brand strategy, creative development, innovation, commerce, customer experience and more.

Cross-cultural insight

With consumer insight from an intimate understanding of 80+ markets, we help you build culturally relevant brands.

Innovative methodologies

We combine focus groups and in-depth interviews with cutting-edge digital technologies to truly understand people.

More information

Asking people direct questions about their needs will lead to functional responses – rarely are people conscious of the emotion driving their needs. NeedScope’s projective tools let you unlock the emotion of the moment. 

NeedScope helps you understand the emotional needs underpinning the key moments of truth in your category. Using a powerful psychological framework, it helps you achieve sharper emotional resonance and differentiation in the moments that are most valuable for your brand. 

NeedScope answers the following questions: 

  • How can you improve your brand’s irresistibility across the moments that matter? 

  • How can you optimise your brand or product portfolio? 

  • Are there unmet needs your brands could address?

Getting the right idea early, and getting to market fast, is the key to innovation success. 

Seven is an intensive and integrated early-stage innovation approach that delivers sharply defined, validated concepts in just seven working days. 

Seven answers the following questions: 

  • How can you find the next big innovation or renovation idea? 
  • How can you streamline your innovation process to increase speed to market? 
  • How can you maximise chances of success early in the innovation process?
  • How can you develop breakthrough ideas with co-creation?

Consumers engage with brands in a reactive, here-and-now way. To create authentic, relevant content that will resonate with your audiences, you need to connect with passionate, savvy and future-oriented consumers. 

ThinkTank is a simple, yet powerful approach to online communities that allows you to get a quick and intelligent point of view from the ground on the burning issues facing your brand.

ThinkTank answers the following questions: 

  • What does your category mean to leading-edge consumers? 
  • What are the moments of tension that are ripe for content generation? 
  • How can you build on real-life moments to create content that will deeply resonate with your target audience? 
  • How can you refine content based on consumer feedback? 
Related solutions
Stand out and drive growth for your brands with a sharp, differentiated and consistent positioning and clarity of purpose.
A shopper based segmentation which segments people based both on how they shop and what their attitudes are.
Get precise direction for your unique challenges and guidance on the best opportunities in today’s changing marketplace.