Those who conduct qualitative research at MWResearch do so wholeheartedly. After all, we want to understand the feelings and thought processes of your target groups. Qualitative researchers hear what is not said in other research designs. Because qualitative research goes into depth and brings to light important – and sometimes unconscious – thought connections of your customers. In this way, it reveals background information that is so important for developing your services, products and brands.
Asking the right questions from the start…
In qualitative projects, it is important to ask the right questions. But this doesn’t start in the field: The art of good qualitative research begins with formulating the right research questions and selecting the right target group, regardless of whether they are later interviewed online, in the studio or in their own living room. Only then, of course, does it include the right moderation/interview and evaluation technique, based on sound psychological training.
…and always be there!
Even if a study is carried out in several countries or consists of a qualitative and a quantitative part – our clients are always supervised by a project manager. For international projects, we work with proven partners and moderators who are personally briefed on site by the project manager and, of course, the discussions are supervised.
All these are the backgrounds that enable us to guarantee a very high quality standard: Without loss of information, with a sound analysis and clear recommendations for action.