Qualitative Market Research
qualitatives studies in 2023
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Experts in qualitative market research around the world
The key to qualitative research that delivers real insights lies in selecting the right participants. With years of experience in the market research sector, you can rely on the Meenthe team to find the right profiles to take part in qualitative face-to-face and online market research.
Meenthe supports a wide range of market research methodologies tailored to meet diverse client needs and uncover valuable insights. From leveraging face-to-face and online focus groups to conducting in-depth interviews, user experience testing, and app-based studies, we ensure every project is customized for maximum impact. Additionally, we specialize in ethnographic research, enabling us to deeply understand consumer behaviors and cultural nuances.
We have extensive experience conducting in-person qualitative studies in major European cities such as Paris, Lyon, Lille, Marseille, Bordeaux, London, Barcelona, Madrid, Berlin, Frankfurt, Brussels, Stockholm, Amsterdam, Milan, Rome, as well as in leading global hubs like New York, Los Angeles, New Delhi, Mumbai, Tokyo, Dubai, Manama, Riyadh, Mexico City, São Paulo and Sydney. By working in diverse cultural and market environments, we bring a rich, international perspective to our research, ensuring insights that are both globally informed and locally relevant. We are also experts in online qualitative methods. To find out more about Meenthe’s international reach, click here.
Meenthe also supports clients in the planning, preparation, and execution of market research projects by securing ideal locations and sourcing the necessary personnel. Whether it’s finding comfortable and accessible meeting venues or recruiting experienced moderators, translators, and note-takers, we handle the logistics to ensure a seamless and professional research process. This comprehensive support allows our clients to focus on obtaining valuable insights without operational challenges.
Focus groups enable participants to combine their experiences and viewpoints to explore ideas in depth. Commonly used in creative and concept development, they help you understand your customers’ needs, perceptions and beliefs.
In-depth interviews (IDIs), in which a moderator interviews a single respondent, can be essential for exploring sensitive topics or accessing hard-to-reach demographic data, whether face-to-face, online or by telephone.
Ethnographic research is a qualitative research method in which researchers observe participants using a product or service in their own environment, usually at work or at home.
An online bulletin board (OBB or OLBB) is an online forum to which participants can log in to complete research tasks or respond to moderated questions at their own pace. OBBs allow respondents who are short of time to give their opinions at a time that suits them. Participants can upload digital files, such as photos, videos, or documents, to provide additional context and support the opinions they have shared.
A market research online community (MROC) can be seen as a longer-term version of an online bulletin board. Whereas an online bulletin board is usually created for a specific purpose and lasts only a few days, an MROC can be created for multiple purposes, and the community can remain active for weeks, months or even years.
User experience (UX) or usability testing is a qualitative research methodology involving direct observation and questioning of a participant using a product or service. It is widely used to test applications and websites. A typical session lasts 60 to 90 minutes and can be conducted in a suitable room or via a remote online platform.
A video survey is a type of unmoderated qualitative study that takes advantage of the fact that almost everyone has a smartphone by asking participants to respond to a series of instructions or questions by making a short video for each one.
