Qualitative research

MAKAM Research provides you with in-depth insights into the “soul” of your target group so you can gear your marketing towards it accordingly.

The question is: What attitudes, motives and emotions affect (potential) customer(s) whether or not to by your products and services? MAKAM Research provides you with in-depth insights into the “soul” of your target group so you can gear your marketing towards it accordingly.

Survey methods

• Focus groups
• Personal in-depth interviews

Benefits of qualitative research

• More detailed information on attitudes, emotions and motives of consumers
• Foundations for quantitative analyses

Areas of application of qualitative research

• To generate ideas and new solutions
• To formulate hypotheses and assumptions about specific topics
• For exploratory questions
• To analyse sensitive subjects in personal discussions
• To define concrete issues for subsequent quantitative analysis

Methods of qualitative research

• Projective techniques through which unconscious emotions and desires are projected onto other people or objects, e.g. “Assuming the XY company was an animal or car, what kind of animal or car would the company be and why?” Is mainly used in product research on when brands or trademarks are launched and advertised
• Creative processes such as free association, collages, imaginary journeys, scenario techniques
• Assigning characteristics to products, brands or companies by means of semantic differential / polarity profiles
• Cognitive procedures
• Completing sentences
• Use of quantitative methods, e.g. for evaluations of product designs, e.g. scaling

Areas of application of qualitative research

• Basic research on the buying habits and motivations of your target group
• Product innovation, product re-launches, product tests, brand name and logo tests, advertising tests, packaging tests, magazine tests, etc.
• Testing of services such as loyalty cards, packages, etc.
• Image surveys for products, brands, companies, etc.
• Usability tests of websites
• Problem-solving strategies

MAKAM – the quality benefits

• Psychologically or sociologically experienced interviewers from the fixed team
• Moderation by qualified staff (psychologist, business coach or a doctor with years of experience in group facilitation)
• Detailed personal briefings of interviewers – in the presence of the client
• Recruitment of interviewees and discussion participants according to a precisely defined screening catalogue
• Use of state-of-the-art technologies (table microphones, mixer) and recording onto DVD
• Presence of the client during the interview/discussion possible
• Qualified support of the discussion participants and minute-taking
• All results are provided in report form on CD-Rom, including extensive interpretation, summary and recommendation for action.
• Carried out throughout Austria
• Experience in many different industries