Qualitative research is used to understand the underlying reasons behind people’s opinions, the choices they make and their behaviour.
It is best suited to exploratory studies, tactical research and testing communications materials such as key messages and advertising.
It can also be used to identify and understand emerging trends and is a rich source of ideas for marketing and creative teams.
UMR researchers are in the field conducting qualitative research nearly every week of the year. While primarily based in Sydney, we travel anywhere our clients want us to explore – from Waroona in regional Western Australia to Sydney’s outer western suburbs.
UMR uses the full range of qualitative methodologies including:
- Focus groups
- In-depth interviews
- Dyad and triad interviews
- Mini-groups
- Creativity workshops
- Email panels or bulletin boards
- Online focus groups
- Public or industry forums
- Stakeholder workshops
- Perception Analyser™
UMR has expertise in the use of a range of qualitative techniques and has fine-tuned them over many years. They include:
- Analogies
- Collage
- Debate
- Draw the User
- Information playbacks
- Laddering
- Mind mapping
- Party or family of brands
- Perceptual Mapping
- Personification
- Picture decks
- Photo sorts
- Scenario interplays
- Storytelling
- Visualisation
- Word bubbles: What I’d think, what I’d say, what I’d feel