Qualitative Market Research

Engage a carefully selected group representing the broader population’s views and opinions. Campos recruits for and moderates group conversations, virtually or in person, all while being observed by a client unseen to participants. We recommend focus groups to investigate topics with a strong social dimension and to generate new ideas.

Gain deeper insights into an individual’s opinions, perceptions, and experiences. A Campos moderator leads a one-on-one conversation with a respondent, providing them ample opportunity to speak to their point of view. IDIs are ideal for exploring personal stories or projects requiring comprehensive, individual input, such as journey mapping.

Learn from two or three individuals who share with and build off one another. Campos encourages social interaction while allowing for more in-depth sharing from each participant. As a middle ground between IDIs and focus groups, we recommend dyads and triads for projects in which it would be helpful for participants to have a pre-existing relationship, such as friends or a parent and child.

Gather qualitative insights in a more flexible, iterative manner. Campos designs and moderates asynchronous engagements that blend quantitative and qualitative elements, enabling participants to respond independently to open- and close-ended questions.

Observe and interview individuals in their natural environment, such as their home or a store, to better understand consumer behavior and needs. Campos typically combines ethnographic observation, in which we study behaviors without influencing the participant’s actions, with an in-depth interview to probe into what we’ve observed.

Gain deeper insights into consumer behaviors and experiences over time. Campos conducts diary studies where participants record their real-time experiences over several days or weeks. We then synthesize these detailed qualitative insights to inform product development, user experience, and marketing strategies.

Combine quantitative and qualitative methodologies to get the best of both worlds. Campos can transition qualitative research participants into a quantitative survey or engage survey participants in qualitative activities for deeper insights. The ‘qual-to-quant’ approach is beneficial for testing creative stimuli, allowing us to quickly validate revisions based on qualitative feedback. Conversely, ‘quant-to-qual’ is ideal for identifying and exploring subgroups within survey participants to gain a more detailed understanding.

Our qualitative capabilities extend well beyond these examples, and we work closely with clients to design research and analysis plans that address their unique questions and goals.