We offer the following types of qualitative studies:

• In-depth interviews
• Focus group interviews
• Mystery shopping

We carry out qualitative studies when the aim is to provide a deeper understanding of respondents' associations and feelings as well as to tap well hidden and often unconscious motives of consumer behaviour, preferences and emotions when purchasing or using products and brands.

Qualitative methods are used most often in the following kinds of studies:

• Tests of products launched on the market, their names, properties, packaging, concepts, logo
• Tests of products existing on the market (names, properties, packaging, concepts, logo) with the aim of modifying them
• Advertising tests (during various phases of their creation)
• Advertising media effectiveness studies
• Brand awareness and image studies
• Product image studies
• Studies of consumer decision-making processes
• Consumer behaviour studies regarding the use and purchase of brands and products
• Segmentation studies
• Product and brand positioning studies

Typical qualitative study procedure involves:

• detailed specification of research problem
• Preparation of questionnaire for respondents' recruitment
• Preparation of interview guide
• Recruitment of participants
• Moderation of interviews
• Data analysis
• Preparation of report from the study
• Presentation of study results in PowerPoint format
• Presentation of marketing recommendations

In our qualitative studies we make use of projection techniques.

We conduct focus group interviews in professional focus studios equipped with viewing rooms, venetian mirrors, cameras and audio-video equipment. We also carry out studies in smaller localities that do not have focus studios.

We conduct studies throughout Poland and in other Central and Eastern European Countries.

How are we different?

• We have 10 years of experience in market research and analysis
• We make use of the expertise of analysts from PMR Publications (www.pmrpublications.com) and PMR Consulting (www.pmrconsulting.com)
• Cooperation with our foreign partners allows us to conduct studies throughout Central and Eastern Europe
• In our work we place particular emphasis on providing the highest quality services
• We develop partnership relationships with our clients based on trust