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Methodologies that analyze attitudes and behaviour across all modes of decision-making.
QUALITATIVE
When the research is exploratory in nature and
intended to gain an in-depth understanding of
individual experiences or perceptions.
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In-depth interviews
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Shop-alongs
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Ethnography
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Mystery shopping
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In-person focus groups
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In-store focus groups
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Virtual focus groups
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Online communities
QUANTITATIVE
When the research has clearly defined parameters
and is intended to quantify opinons and behaviours among a large sample size.
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Online surveys
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Phone surveys
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Mobile surveys
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In-person or on-site surveys
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Surveys among client databases
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