Unparalleled, full colour insights into customer interests, needs and habits, using an expert range of tools and methodologies.
Qualitative market research gathers views and attitudes and includes:
- Focus groups with customers and potential customers to understand their feelings and attitudes towards your products and services
- Formal and informal conversations with customers about their satisfaction with your business
- Visits and reviews of competitors to understand their products and customer service practices.
You can use this approach to get a better understanding of your customers’ interests, needs and habits, and identify opportunities for growing sales and improving customer service. Analysing qualitative data requires a different approach and can take longer to interpret than quantitative data because of the nature of the information.
Turquoise qualitative research has benefited many leading firms…
Our qualitative research methods…
Our range of proprietary products and qualitative research methodologies, have been developed over thirty years of people watching. They provide the foundation for the services that we offer and help add a depth of insight to our research that sets Turquoise apart from other agencies.
Focus groups are used predominantly to inform research conclusions on how customers or potential customers feel towards a particular brand, product or service. Focus groups are often used in conjunction with other qualitative and quantitative research methods towards a particular research goal, as well as being a standard part of Turquoise’s Product Development Testing.
Depth interviews are a market research approach used for getting under the skin of emotive or sensitive topics and are particularly useful when interviewing hard to reach individuals. Turquoise have conducted thousands of interviews with a wide variety of individuals.
Turquoise Game Changer
Game Changer is a revolutionary suite of qualitative research tools for the analysis of any volume of narrative text. Next generation technology is utilised to view verbatim comments from any source through a range of lenses, keywords and themes to deliver game changing insights and improvements for your organisation.
Turquoise Web Communities
Turquoise Web Communities is a cloud-based qualitative research platform that promotes high levels of engagement and provides deep insights through video blogs, research diaries, live chat, ideation projects and more. Benefit from higher quality insights as participants respond to an enjoyable, intuitive experience.
What our clients say…
Once you start exploring your customers to the depth that Turquoise do, you’ll never look at them in the same way again. I believe the level of insight that Turquoise has provided us through their research approaches has really delivered new understanding about not only how our customers are motivated when buying a new car, but also about how best to reach them with tailored communication messages. Fresh thinking and sound data, a rare combination but certainly what I’ve experienced from Turquoise.
Turquoise qualitative market research is used on an ongoing basis by many of our clients who integrate our research work with their business planning and strategy. If you are an existing client of ours or a business that is completely new to us, we would love to explore how focus groups might deliver value to your firm.