Qualitative Research

Good qualitative research can find answers to the deeper motivational questions that start with why and how.

Ipsos is one of the few market research companies that offers clients in-house qualitative as well as quantitative research on a global basis.

Our qualitative specialists explore the underlying issues, ideas, and values driving consumer attitudes and behaviours.

Main advantages of Ipsos Qualitative

  • A team of highly qualified in-house moderators with extensive backgrounds in psychology, sociology, anthropology, linguistics and client-side marketing
  • Extensive experience in all sectors, including B2B, sensitive issues, low interest categories
  • A range of projective techniques, to help consumers move beyond the rational and express deeply held thoughts and feelings
  • Ongoing development of new qualitative techniques that leverage inputs coming from ethnography, semiotics, co-creation philosophy, conflict theory
  • Online capabilities