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.

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 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.