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Qualitative

Qualitative

Qualitative research reveals why people behave the way they do, illuminating their attitudes and decisions

Qualitative

Online Ethnography

Our digital ethnographic approach captures real-time decision-making contexts. Participants use a mobile app to upload selfies, vlogs, and other content, allowing Ipsos B&A moderators to observe consumer behavior. Our team is Ireland's most experienced, with numerous projects across Europe.

The decisions we make vary depending on where we are, who we’re with, and when we are making them. With digital ethnography, Ipsos B&A moderators capture consumer behaviour in real time through a mobile app where participants upload selfies, vlogs and other content. Our expert digital ethnography team is the most experienced in Ireland, having run numerous projects here and across Europe.

Qualitative

Online Forums

Online forums provide a community-based research platform for participants to share and comment on attitudes and experiences over several days. Moderated by B&A, each forum day covers a specific topic, making it an effective solution for qualitative research projects.

This community-based approach allows a group of participants to share and comment on each other’s attitudes, thoughts and experiences around a specific topic over what is usually a three to five-day period. B&A has pioneered the use of this effective platform on many qualitative research projects.

Qualitative

Online Groups

Online groups facilitate quality conversations with multiple consumers remotely, allowing participants from various locations to join. Using Zoom with whiteboard capabilities, our qualitative team ensures immersive sessions, with clients able to virtually observe.

This gives us the ability to speak to a group of participants from various parts of the country – perfect for when opinion is being sought from different geographies. Our qualitative team uses Zoom with integrated full whiteboard capabilities for a more immersive, insightful session with the option for clients to virtually sit in on proceedings.

Qualitative

Face-to-face groups

Face-to-face groups offer unparalleled direct interaction, capturing both verbal and non-verbal consumer insights. Our team expertly manages the entire process, from participant recruitment to execution, using innovative techniques for authentic consumer insights. Clients can experience groups in real-time, enhancing the research experience.

Our qualitative team manages the entire face-to-face group process from start to finish, putting expert focus on participant recruitment. From developing a new communications campaign to exploring NPD ideas, we employ reliable, innovative techniques to unlock consumer insight, using technology that enables our clients to experience groups in real time wherever they take place.

Qualitative

In-depth interviews / stakeholder

In-depth interviews, whether face-to-face or via Zoom, are ideal for personal or sensitive topics. Business professionals often prefer these focused, open-ended telephone interviews over in-person meetings.

Some topics are personal or sensitive and don’t lend themselves as discussion groups. Indeed, we know that there are some areas in which people may be more open and direct on a one-to-one basis than they might be in a group. Quite often we also find that business people and professionals are happy to undertake a focussed, open-ended telephone interview, but may be reluctant to give over the time to meet a researcher face-to-face. That’s where we tend to recommend the use of in-depth interviews – either face to face or through Zoom.

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