Qualitative

Qualitative market research provides a window into thought processes, attitudes, and behaviors.

It helps marketers explore issues that are important, develop the foundation for effective market segmentation, understand key drivers of purchase, and uncover attitudes towards companies, brands, and products or services. It also provides a format to test reactions to new products/services, advertising, logos, taglines, and other creative concepts.

Illuminas’ approach to qualitative research assures a rich perspective to each research question, by creating a focused dialogue with the target audience. In addition to traditional qualitative methods, we have developed a range of new and creative qualitative methodologies to address specific research challenges. We select the techniques that are right for your project and deploy them with the highest professional standards. By combining methodological correctness and imaginative engagement, Illuminas can uncover what is truly in the hearts and minds of your customers. Our research team leverages extensive qualitative research experience, utilizing a variety of techniques such as:

Check out the full in-house qualitative viewing facility at our  London office »