Qualitative Research

Focus groups are designed to identify the feelings, ideas and thoughts of consumers about a specific product, service or solution. In other words, this method allows you to answer the question “Why?”.

With the help of focus groups, you can solve the following tasks:

  • Developing ideas for a new product or advertising
  • Choosing the best packaging options
  • Choosing the best advertising / brand concept
  • Determination of the motives for buying a product / service
  • Identification of value orientation and needs structure
  • Study of the characteristics of consumer behavior of the target group
  • And many others.

For focus groups we offer:

  • Special room with a large table, which comfortably accommodates up to 10 participants
  • Equipment for video and audio recordings, as well as accessories (flip chart, laptop, projector, screen, tablets)
  • Room for observers, equipped with a one-way mirror (Gesell’s mirror) and a TV set to monitor the progress of the group in real time and make adjustments to the script during the course of the group (if necessary)
  • Professional moderator-analyst with a degree (PhD), as well as the ability to attract additional moderators of both genders (depending on the subject of the study)
  • Staff of experienced recruiters in Minsk, regional centers and major cities of Belarus
  • Experienced transcribers to decrypt video and audio recordings
  • Base of respondents for selection of participants on various topics (when applicable)

An in-depth interview is a conversation with the respondent in the absence of a structured questionnaire. The method allows to find out the opinions, habits, beliefs, aptitudes and hidden associations of respondents.

In-depth interviews can solve more complex tasks than during focus groups, namely:

  • Discuss confidential, personal, intimate, or social issues that the respondent will not be willing to answer openly in a group interview
  • Learn motives of human behavior when making major purchases, such as a car or house
  • Interview a small and inaccessible group of people who are difficult / impossible to gather in one place at one time (for example, representatives of the business elite)
  • Interview professionals or specialists in any field
  • Hear the opinions of competitors (in the presence of other people, a similar respondent will be clamped and undisguised)

In-depth interviews are possible at any convenient for the respondent place: in our office, at the respondent’s residence, at the respondent’s workplace, in a cafe, etc.

We also practice conducting in-depth interviews with difficult-to-reach respondents (for reasons of employment, distance, etc.) using modern communication methods (Skype, Viber, etc.), which allow the interviewer and the respondent to see each other and keep automatic audio recording .

Mystery shopping is a marketing research method, which involves assessing the quality of service with the help of specialists acting as a real shopper. This  technique allows to review the work of staff from the shopper point of view and take timely measures to improve the quality of service. The advantage of this method is the secrecy and surprise of the test.

Mystery Shopper сan evaluate:

  • Dispatch service by phone
  • Appearance and manners of the staff
  • Sales skills
  • Staff behavior in a conflict situation
  • Sellers competences and product knowledge
  • Compliance with corporate service standards
  • Appearances of the outlet, outdoor advertising, convenience in finding
Mystery shopping is carried out through a visit, call, message in the messenger or email. Hidden voice recording of the conversation, as well as photographing the elements can be used. After visit, call, letter, etc. a Mystery Shopper usually fills in a questionnaire / checklist.

A home visit is used to obtain a complete picture of the household consumption of the product or category under investigation. An interview with elements of observation is organized at the respondent’s residence in a comfortable environment. This allows not only to obtain in-depth information about product consumption, but also to observe the lifestyle and behavior in “natural conditions”. Photo and video are often taken to ensure the most complete information during a home visit, is collected.

The method is used to:

  • Identify the usage / consumption insights of “home” product categories
  • Study lifestyle and ethnographic features of the target group

The most popular categories to study during home visits are cars, household appliances, computers, perfumes and cosmetics, baby food, and personal care products.

Shop along is a method that combines in-depth interview and observation of shopper behavior, allows to get the most complete picture of shopper behavior at the point of sale, as well as the perception of the product, category and the store / retail chain.

The method is used to study:

  • Shoppers decision tree and shopper behavior
  • Shopper perception of the product / brand / package under test in terms of shelving and merchandising
  • Perception of various types of advertising and communication at the point of sale
  • Attractiveness of the point of sale by various parameters