Methods / Qualitative

The qualitative research process requires a consistent scientific foundation

The sample design is carried out based on hypotheses. We see the survey as a highly analytical learning process and the analysis marks the conclusion as the supreme discipline. First, a compelling and transparent design at all stages of the research process brings real quality to the qualitative research.

Qualitative research methods

More than a fascinating group discussion

Sample design: Representation, not representativeness

Qualitative market research deliberately ignores statistical representativeness. It doesn’t look at the average and the amorphous mass; it looks at the ideal type of a specific group in order to illustrate the most comprehensive representation of attitudes and behaviour possible. Clear target group definition and intelligent recruitment are therefore key for us: It’s all about establishing a dialogue with target people who are typical of their group.

Survey methodology: the quick breeder of market research

Our survey methods are delicate tools, whose use creates knowledge in a scientifically verifiable way. In the process, without any ideology, we select the best research approach from the different ethnological, cognitive, social and psychoanalytic schools.

For us, the role of the moderator or interviewer is more than just that of an empathetic entertainer. It is also one of authentic projection screen (outside) and analyst and researcher (inside) to continuously form and test hypotheses during the survey. Thus, the learning process actually starts with the survey.


We use the following methods to explore the different survey units:

The group

  • Classic focus group
  • Creative workshop
  • Co-creation workshop
  • Online focus groups (synchronous, asynchronous)

The individual

  • Individual exploration
  • Telephone interview
  • Expert interviews
  • Qualitative telephone interviews

The context

  • Participatory observation
  • In-home interviews
  • User experience
  • Diary methods

Analysis and presentation: Theory development with traction

The evaluation requires effortless oscillation between abstract analysis and specific proof. Thus, concentration, typing and integration on a high level of abstraction go beyond the topography of the individual. Consistently proven through direct quotes, we can draw on comprehensible findings and clear recommendations for action. To get direct insight into theory development and enrich the learning process through your momentum, we warmly invite you to take part in our analysis workshops.


Selected specialist publications

Riddle Response

A holistic view of the topic of response and how this can be influenced in the phases of a project.

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Listening what is important

The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...

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No worries about being replaced by AI

Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...

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