Qualitative Research

Bring Innovation

The Qualitative cell at Market Tree Research uses different methodologies to conduct research depending upon the research needs. Some methods used:

Focus Group Discussions

One of the most effective and popular market research methods available, focus group discussions are useful in getting detailed and broader range of information.

Individual In Depth Interviews

In-depth interviews are useful when you want detailed information about a person's thoughts and behaviors or want to explore new issues in depth.

Ethnographic Studies & Immersions

Ethnographic studies are highly-detailed explorations of why and how consumers think and behave the way they do. To conduct these studies we literally become immersed in our subject's lives, meeting in their homes, exploring their cupboards and closets and generally getting “inside their heads”.

Shop Along

The purpose of a shop-along is to uncover thoughts, influences, preferences, and motivations when customers are shopping for a product. While these goals can be explored during a focus group, taking the research on-location allows a researcher to better understand consumer behavior in real-time.

Mystery Shopping & Observations

Mystery shopping, a form of participant observation, uses researchers to act as customers or potential customers to monitor the processes and procedures used in the delivery of a service.