Qualitative research

Basic Methodologies

Our department uses various research methods, most often group discussions and in-depth interviews. We always choose the method most capable of achieving set goals. In addition to standard group discussions (8 persons per group, 1.5 - 2 hours long), we conduct the following:

• mini-group,
• extensive creative group,
• dual moderator group,
• reconvened group.

Apart from standard in-depth interviews (1 respondent, 1 hour long), we carry out:

• mini-depth interviews,
• semi-structured interviews,
• paired interviews,
• triangular interviews,
• accompanied shopping.

The following research techniques are commonly used:

• free association,
• brand personification,
• unfinished sentences,
• brand mapping,
• projective questioning,
• stereotypes,
• bubble drawing,
• psychodrawing,
• role playing,
• choice ordering procedures.