Qualitative
We are strong believers in qualitative research
We call qualitative research the CORE and SOUL of our business. Thorough qualitative is the magical potion of Unlock. We invest a lot of care, attention and expertise in building strong qualitative competencies as this adds depth and relevance in our surveys.
We believe in the power of direct dialogue and immersion into people lives as key in understanding where they are now and where they desire to be in the future and we believe this is key of any actionable and inspiring research.
methods
From the simplest to the more complex & elaborated
Focus groups
Interviews
Ethnography and observations
Journals
We believe in the power of focus groups and debates guided with discernment.
Focus groups can offer valuable insights and unique ideas that could enlighten a brand strategy, as long as moderation is sharp and analysis goes beyond the obvious, aligned to clientâs objectivesÂ
We approach interviews in a very personal and familiar way as we believe one to one discussions add a lot of depth to the topic and help us focus on the context of an idea or perceptions.
We usually use interviews when we want to understand patterns of behaviors or choices people makeÂ
There are so many ways to run observations or ethnography! They always add valuable pieces of information to an overall survey, as long as they deliver on the objectives.
Whether you focus on shopping behavior or in-home visits, observations doubled by dialogue bring unique information in a research
Journals represent one of the richest resource of information in qualitative research, but also one of the most challenging and difficult to implement.
It requires a lot of effort from the coordination team as long as the respondent, perseverance, motivation and discipline. Yet the output of monitoring behaviors deserves the investment.
