GuineaPig – Qualitative Services

Qualitative Services

If in-depth and detailed feedback is required for your next big idea, product or service, a qualitative approach is the way to go.

Qualitative research is the most effective method of understanding the why behind people’s views, opinions and decisions.

From one-to-one in-depth interviews and focus groups, all the way to large scale online communities and telephone depths, our team of experts have conducted every type of qualitative research study there is for some of the world’s biggest brands.

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Focus Groups

A research methodology used to collect insights through group interaction. Typically comprised of 6-8 carefully selected participants who are recruited based on the specifications of the clients target audience.

In-Depth Interviews

A research methodology involving an unstructured personal interview with a single respondent, conducted by a highly skilled interviewer. It allows freedom for both the interviewer and the interviewee to explore additional points and change direction, if necessary.

Telephone Depths

A research methodology in which a trained in-depth interviewer conducts an interview over the phone with a targeted respondent, using a topic guide instead of a structured questionnaire. As with In-depth Interviews, it allows freedom for both the interviewer and the interviewee to explore additional points and change direction, if necessary.

Ethnographies

In market research, ethnography is often shorthand for a range of qualitative methods but the overall concept is to bridge the gap between what people say and what they do. This means the focus tends to be on observation rather than interaction, allowing researchers to take a peak into real people's real worlds.

Online Forums & Communities

An online forum or community is a research methodology that involves gathering real-time qualitative market research insights of a closed group of community members, that participate in a structured discussion around a given topic.

Accompanied Shops

Assisted shops or 'shopalongs', are a research methodology used to observe and collect feedback from shoppers in-situation. Typically it involves a researcher joining the respondent while they shop in order to gain insights on the decisions they make.

Workshop Sessions

Perfect for idea generation, or improving and refining older ones, a workshop allows clients and researchers to work alongside respondents, delving deep into the ideas to develop new consumer-centric concepts,

Co-Creation Sessions

Co-creation sessions can be a powerful tool in the hands of consumer focussed brands, allowing researchers to work alongside respondents to construct new ideas and propositions based on genuine customer needs.

I believe in innovation and that the way you get innovation is you fund research and you learn the basic facts.

Bill Gates

GuineaPig – Qualitative Services