Qualitative Research

Qualitative research is always suitable when it is the "WHY" of behavior that matters.

Thus, it is suitable for opinion formation processes, and the evaluation of buying intentions because aspects of attitude and emotion are researched.

Our strengths are, besides a careful recruitment of respondents, the ability to monitor exactly, to analyze answers and to question them in a well aimed way.

Our staff has longstanding experience in moderating and a scientific background.

Our spectrum of methods:

Focus groups, In-Depth Interviews, Expert discussions, Creative Workshops, Usability Studies

Focus groups

Group discussions are an important instrument of qualitative research.

Individual and group specific opinion formation processes become transparent, decision conflicts more apparent.

The focus groups which we organize help you to anticipate your customers' behavior of tomorrow.Our therapeutically trained moderators are able to detect subconscious motives and to discuss as well as analyze them.

Application:

Generating ideas, pre-testing, concept and product testing, image analysis, generating hypothesis for quantitative questionnaires.

 

In-Depth Interviews

For sensitive and complex topics we recommend single interviews because here individual cognition and processes are focused upon.

Especially in B2B research, in-depth interviews form an indispensable instrument that can be efficiently employed for analysis.

curth+roth offers a high level of competence in selecting the respondents, interviewing and integrating the results.

Application:

Modeling of decision making processes, concept and product testing, image analysis, brand mappings.

 

Expert discussions

If you want to gain differentiated insight into complex topics we recommend expert discussions.

The goal is to generate knowledge rather than to analyze behavior.

The foundation for an expert interview of high quality is the ability to identify the right experts and to understand the true meaning of their statements.

We have longstanding experience in interviewing experts from the IT, automotive, b-2-b, financial services, life science and e-business sectors.

Application:

Market evaluation, recognizing market trends, researching decision making processes

 

Creative Workshops

Our Creative workshops encourage creative processes to generate ideas, product development, campaigns and strategies.

The quality of our Creative workshops result from:

• Moderators who understand and consciously stimulate creative processes
• Established creativity techniques
• Iterative processes for a topical assessment of ideas and further developments

Creative Workshops seize the creative potential of your staff or the input of customers, opinion leaders, visionaries, designers and artists.