Qualitative expertise > Qualitative research

Qualitative research

Qualitative research explores the consumer truth that can guide idea generation, brand positioning, product development and enhance customer satisfaction as well as the shopping experience.

Consumer behaviour can seem like a series of contradictions and paradoxes.
Qualitative research takes a more intimate look, digging deeper to investigate and analyse the range of perceptions and beliefs.
Strategir® works with you to select the right mix of tools – focus groups, in-depth interviews, conversational analysis, ethno observations or digital studies – that gets your marketing decisions close to consumer reality. Our quali-crea approach – an alliance of non-directive techniques and creativity –
Qualitative research brings a unique and dynamic way to investigate and analyse consumer truth.

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