Qualitative Solutions
Qualitative research answers questions that begin with: What? How? Why?
Qualitative research is concerned with opinions, beliefs, experiences, and feelings of the individual
and how it influences their consumer behavior.
This insight can be used individually or provide guidance for quantitative research.
SEERC's qualitative department is not limited to the testing and development of advertising, new products,
and understanding usage patterns and consumer behavior. SEERC utilizes various qualitative solutions
in order to get into the deep psychological motives of consumers, including:
- Brand Benefit Ladder Exploration
- New Product Idea Generation
- Concept Language Development
- Brand Imagery & Associations
- Brand Differentiation
- Understanding Market Dynamics
- Identification of Emerging New Trends and Social and Usage Behaviors
Typically,group discussions and in-depth interviews are used to provide you withthe insight you need. SEERC constantly seeks to apply the most relevantand innovative qualitative approaches such as affinity dyads, mysteryobservations, ethnographic in-home visits, etc. in order to reveal trueconsumer insights.
Thecornerstone of qualitative research lies with the expertise of themoderator. SEERC's researchers, having conducted thousands of focusgroups, in-depth interviews, in-home visits, desk research andobservation projects, have the skill to facilitate qualitativeexploration that only comes through experience.
Experience also means familiarity with a broad range of advanced techniques, including:
- Thematic Apperception Test
- Role Playing
- Brand/Conceptual Mapping
- Personification
- Party games
- Words, pictures and collages
- Situational associations
- Cartoon completion/bubble drawing
- Sentence Completion
- "Devil's Advocate" debates
- Story writing/narrative method
- Conceptual landscapes
- Diary completion
Insights for Effective Strategies...
Qualitative research typically describes what respondents say. SEERC's added valueis interpreting and contextualizing those verbatim into meaningfulbusiness solutions. SEERC is able to provide with insights foreffective strategies by applying the most relevant methodology,combined with understanding the client, the consumer and the marketissues.
Our approach to qualitative research is predicated on intimate interactionwith the client from the inception of the project to its ultimateconclusion. SEERC's involvement starts from a clear understanding ofthe client's needs and business problems through extensive discussionof the real issues and hypotheses. This approach implies a partnershipbetween the client and researcher so that the research objectives andaction standards are well defined and met.
Focus Group Facilities
For qualitative research in Bulgaria SEERC operates in Sofia two premier group discussion facilities with one-way mirror and translation that allows observers to listen in their preferred language. SEERC has also invested in comfortable viewing rooms to allow clients to effectively observe the discussions. Most importantly, SEERC experts analyze consumer reactions; both body language and verbal statements, in order to provide advanced insights into consumer opinion and behavior.
In addition to our on-site facilities, we also conduct groups throughout Bulgaria and South East Europe, pursuing the same high level of recruitment, moderation and client support services.