The aim of a qualitative study is to gain a better understanding of the motivation, behaviour and expectations of your target audience, whether they are partners, clients or prospective clients. The scope of this kind of research could be exploratory, sensory, usage and attitude tests or even communication.
Whatever the scenario, the objective is to gain a deeper understanding of the behaviour and attitudes of the individuals we want to study and to collect a variety of reactions.
Conducting a qualitative study enables you to:
- Collect data concerning the way in which a subject is spoken about, the notions that are spontaneously associated with a certain theme,
- Explore and interpret les images et représentations des individus,
- Gain a better understanding of a population’s needs,
- Test an idea for a product or a concept,
- Find explanations regarding product use,
- Clarify the motivating or impeding factors to certain practices…
Our qualitative surveys are carried out by sociologists and consultants who have a great deal of experience in this field. We are experts in the multiple research techniques associated with qualitative studies and can therefore work with you to define and put into place the most appropriate methodology for your project.
We can suggest different methods of data collection depending on your objectives and the type of information to be collected. The principal methods include:
- Focus groups.
These can consist of between 3 and 10 participants and their duration varies from 2 to 4 hours. This method is particularly interesting with regard to the interaction between the participants and their reaction to certain questions. The discussion between participants enhances their responses and allows the interviewer to better understand certain behaviours and opinions thanks to the ‘confrontation’ with others. For practical reasons these focus groups are filmed unless the participants disapprove.
- Individual interviews.
These are carried out face-to-face or by telephone and generally last for 1 hour. They can be split into two categories: open interviews and semi-structured interviews. An individual interview creates a certain proximity with the participant and this means that it is easier to obtain more in-depth remarks and therefore to understand in more detail a line of thought in relation to a given subject, whether it be about the interviewee’s habits, behaviour or indeed feelings. For practical reasons, unless the interviewee disagrees, the interview is recorded and a transcript is subsequently made.
As far as logistics are concerned, we have several venues at our disposal, in Paris and elsewhere, all of which are fitted out with the necessary audio and video equipment.