Techniques

Qualitative Research

“We Wrote the Book”

There is no set of techniques more closely associated with richness of insight than qualitative research. It’s the inspiration for marketers who want to understand and motivate consumers and the foundation for effective use of quantitative tools to guide and gauge strategy. Great research programs of all kinds require access to great qualitative research. In a complex world, humans are still more than their data tracks. There are some things only they can tell us.

Our deep-rooted expertise originated with NAXION’s trailblazing work – some of the first focus groups ever conducted for commercial purposes and a series of milestone publications, including a landmark text about focus groups, “The Group Depth Interview” by Goldman & McDonald, Prentice Hall, 1985.

Human Craft in a Tech-Driven World

To deliver on the promise, qualitative research requires a well-tuned ear and an open mind – a readiness to trade old truisms for fresh, potentially uncomfortable ways of thinking. As emerging technologies bring us closer to new frontiers in all the knowledge disciplines, genuine qualitative excellence will become more challenging to recognize and find. Qualitative research is ultimately about humans connecting deeply with humans, even when they leverage the tools of technology.

NAXION’s commitment to best-in-class qualitative research has never been greater. We continue to advocate for what the craft is uniquely able to accomplish through skilled personal conversations, drawing on technologies that create new ways of hearing consumers in all kinds of environments and may potentially help us scale it all up where we can usefully do it. As industry innovators and curators, we’re committed to seeking clarity on the right role for every tool in the kit and using each one in the best way possible.

Expert Users With a Full Suite of Tools

Because we are organized to provide integrative solutions, we have a very particular philosophy about recruiting, training, and deploying qualitative professionals. Our specialists have extensive training in the techniques required for excellent qualitative research, including clinical and psycholinguistic study, and are also extensively cross-trained in quantitative research. That unusual versatility elevates our survey design thinking and ensures that our decision support draws on effectively integrated insights from all methods and disciplines.

Focus groups in person and online, supporting a wide range of objectives, from exploratory research to elucidation of survey results and segment portraits

Individual interviews (and dyads or triads) for more focused case study approaches, especially communications and journey maps

Electronic bulletin boards and forums that advance constructive consumer dialogue and problem-solving based on insights from around the globe

Ethnographic analysis that places consumer insights in social context and enriches understanding of customers through observation of behaviors and artifacts

Advisory boards and opinion leader panels to seed innovation and guide commercial strategy with the help of market gatekeepers and luminaries

Client workshops to guide innovation or problem-solving, including successful data implementation and development of new market frameworks