Qualitative Insights

Qualitative Insights2024-08-27T09:52:03-05:00

Methods. Techniques. Insights.

Methods. Techniques. Insights.

What can you expect from your qualitative insights?

What can you expect from your qualitative insights?

Qualitative market research is all about understanding the “why” behind consumer behavior, preferences, and motivations. It is powerful. These qualitative insights can provide your brand with additional color – identifying key opportunities, themes, nuances, and much needed feedback.

When working with The Olinger Group, you can expect a seasoned research moderator and a specially assigned project manager to guide you through our consultative approach. We include a qualitative workshop with our experts and your key stakeholders to bring the research objectives to life and identify key areas of importance.

You will have the opportunity to “ride along” by observing first-hand (either virtual or in-person) the rich insights that qualitative interviewing, ethnographies, shop-alongs, bulletin boards, diaries, and focus groups provide.

The value of the qualitative research is then brought to life when the insights are reviewed with you and then prepared into a reporting deliverable.

Ready to get started? Contact The Olinger Group to start a conversation with our qualitative experts.

List of Use Cases for

Qualitative Insights

List of use cases for

Qualitative Insights

Types of Qualitative Research & Methodologies

Qualitative research is particularly useful for exploring new or complex topics, testing and refining product and brand concepts, and enhancing the customer experience. Qualitative market research can help you make informed decisions about product development, brand positioning, ad testing, messaging and customer experience.

Types of Qualitative Research & Methodologies

Qualitative research is particularly useful for exploring new or complex topics, testing and refining product and brand concepts, and enhancing the customer experience. Qualitative market research can help you make informed decisions about product development, brand positioning, ad testing, messaging and customer experience.

women sitting around a table talking

Do you have a specialized audience for your qualitative research? No problem!  With almost 30 years of experience in qualitative, we have the know-how to interview your target audience.

Specialized Audiences:

  • Business-to-Business (B2B)
  • Consumers (B2C)
  • Members
  • Patients
  • Children
  • Students

Following are some of the most commonly used qualitative market research methodologies and the techniques utilized:

Focus Groups: Focus groups involve a small, diverse group of people who discuss a specific topic in a moderated setting. Focus groups provide qualitative data about consumer opinions and attitudes.

In-Depth Interviews: In-depth interviews involve conducting one-on-one interviews with individuals to gather in-depth insights and understanding about their opinions and experiences.

Ethnography: Ethnography involves observing and analyzing consumer behavior in natural settings, such as homes or shopping centers, to gain an understanding of their experiences and motivations.

Online Bulletin Boards: Online bulletin boards are where participants discuss a specific topic in an online forum. They provide qualitative data about consumer opinions and attitudes.

Video Diaries: Video diaries involve asking participants to record their experiences and opinions over a period of time. They provide qualitative data about consumer behavior and attitudes.

Mobile Research: Mobile research involves using mobile devices to gather data about consumer behavior and attitudes. This includes methods such as mobile intercepts and mobile ethnography.

Virtual Focus Groups: Virtual focus groups are online focus groups where participants discuss a specific topic in a moderated setting using video conferencing software.

Virtual In-Depth Interviews: Virtual in-depth interviews allow for participants to engage with a moderator in a qualitative interview via a mobile device or computer.

Product Development: This methodology involves testing and refining products to ensure they meet consumer needs and preferences. Techniques used may include focus groups, in-depth interviews, and ethnography.

Shop-along: Shop-alongs involve understanding consumer behavior and preferences in a retail setting. Techniques used may include ethnography, shopper insights.

IHUT: In Home User Testing Solutions is commonly used to test products with consumers before fully launching the product.

The Olinger Group has provided qualitative insights for these fine companies:

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Research. Rethink. Regroup.

With Olinger.

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