As social creatures that operate within in a broader social context, we are all impacted by multiple social forces: socio-economic status, gender, politics, religion and culture. What may seem completely illogical or irrational to one person may be perfectly rational and reasonable to another. Without accounting for the social forces that impinge on us, we fail to understand adequately why people may act or think in ways that deviate from the norm.
Specifically, failure to have an-depth understanding how your customers interpret the world through their particular view point, means you cannot adequately gauge what may be most salient to them. Using our expertise in qualitative methods, we do more than give you some basic data points about your customers – we give you a 360 degree view into your customers’ thoughts, feelings and behaviors by accounting for their own unique view of the world. We take into account their beliefs, experiences, and perspectives that subsequently shape their decision-making behavior.
We believe the best solutions come when you understand people from their frame of reference. This requires that we analyze people in context of their everyday lives, so that we accurately document how they interpret the reality around them. Our job is to help you understand your customers’ perceptions so that you can effectively and appropriately tailor your product/messaging to your audience.
Theoretically grounded and empirically validated qualitative research methods include –
- Participant observation
- Case studies
- In depth interviewing
- Focus groups
Each of these methods provides greater depth of understanding and flexibility than traditional quantitative methods that, by design, must be highly structured to produce quantifiable data. We give you the “why” in order to figure out the “how”. Our research meets the highest standards for rigor that maximizes the reliability and validity of our results. As highly seasoned professionals using these methodologies, we ensure that our findings are systematic, reproducible and transparent. These findings can help you to really understand your customers and provide them with what they need.