Qualitative Market Research

Primary qualitative research, at the heart, is about attacking a human business issue.

B2C and B2B qualitative research provides you with rich, in-depth data. This can help you to understand underlying reasons, opinions, and motivations: the why? It can be a fabulous antidote to understanding big data.

Our understanding of psychology and behavioural economics means we are well placed to understand human behaviour and interpret its implication for a brand or situation

Going direct to humans, listening first, and asking questions second, employing qualitative research requires skills beyond the execution of recruiting and hosting. Webhaptic Intelligence utilizes every combination of in-person and virtual in-depth qualitative methodologies, with an emphasis on depth.

  •  Consumer/user in-depth interviewing
  • Brand equity & extension research
  • Positioning & differentiation
  • Marketplace evaluation/product launch viability
  • Communication reaction/affect/action
  • Usability/expectation/satisfaction
  • Product attribute mix prioritization
  • Target market identification & profiling

Primary qualitative research solves business issues such as:

Going direct to humans, listening first, and asking questions second, employing qualitative research requires skills beyond the execution of recruiting and hosting. Stitch Marketing Research utilizes every combination of in-person and virtual in-depth qualitative methodologies, with an emphasis on depth.

  • Competitors are winning in some areas where we should be winning.
  • We know there is a market, but we don’t know how the consumer decides to buy.
  • Who really are our core customers, and what drives them?
  • Where will the market let us go, and where will the market resist us?
    And others…

Qualitative Digital Listening
Some conversations are too sensitive for respondents to give you their real take on a situation, so they are strongly inclined to give you the ‘politically acceptable’ answer. Some situations, such as specific patient pathways, are too difficult to confront directly for the purpose of customer journey classification and recruitment. It’s times like these that listening to social media conversations can give you the real nuggets of truth. Social media monitoring can stumble upon penetrating, unstructured data offered by other methods of qualitative research which are more traditional qualitative research tools, but it’s less intrusive

Qualitative Research Services

our qualitative offerings

Face-to-Face Interviews
Interviewing a respondent face to face can help you gain a deeper understanding of their opinions and emotions on a particular topic. The Webhaptic Intelligence team are experienced interviewers who know what questions to ask, when to ask them and, most importantly, the best qualitative analysis techniques to use to find the kernel of truth.

Focus Groups
Interviewing a group of people helps capture a wider range of opinions and can help validate themes and ideas. Additionally, focus groups are a cost effective way of interviewing multiple people and gathering qualitative research data. The same moderation skills can be applied to running round table events too.

In-Depth Interviews
In-depth telephone interviews (or IDIs) can collect crucial qualitative primary market research information for your project. This is often used when your audience have hectic work/life schedules or live/work abroad.

Mobile Qualitative
Interviewing a group of people helps capture a wider range of opinions and can help validate themes and ideas. Additionally, focus groups are a cost effective way of interviewing multiple people and gathering qualitative research data. The same moderation skills can be applied to running round table events too.

Ethnographies
Interviewing a respondent face to face can help you gain a deeper understanding of their opinions and emotions on a particular topic. The Webhaptic Intelligence team are experienced interviewers who know what questions to ask, when to ask them and, most importantly, the best qualitative analysis techniques to use to find the kernel of truth.

Mobile Qualitative
Interviewing a group of people helps capture a wider range of opinions and can help validate themes and ideas. Additionally, focus groups are a cost effective way of interviewing multiple people and gathering qualitative research data. The same moderation skills can be applied to running round table events too.

Webhaptic Intelligence has provided the finest in qualitative market research services with uncompromising integrity and honesty. In state-of-the-art focus group facilities in Lagos, Nigeria, our personal commitment to our clients makes the difference. As the leading qualitative research company in Nigeria, we take a personal, hand-tailored approach to your marketing research.

Our innovation and customer focus will transform your project from something you have to do, into something you want to do. We know our ability to make rapid decisions and implement course corrections is the key to your success.

We are a passionate and creative qualitative research agency and see our role as making sense of the way consumers really think. Our tried and trusted approaches are grounded in a number of disciplines.

We use both traditional and online data capture approaches, including: Focus Groups, In-depth Interviews, Ethnography, Homework, Online Bulletin Boards, Diaries, Video Vox Pops.

We are highly experienced in a variety qualitative research techniques across both B2B and Consumer markets:

Skilled qualitative moderators and executive interviewers
Close control throughout (hands-on management from senior personnel)
We reach the ‘hard to get’ people: directors, senior management, key decision makers
Day, evening & weekend capacity

Allow us to make an impact on your marketing research today!

Get in Touch

Feel free to drop us a line to contact us

To find out about how Webhaptic Intelligence can help out with your qualitative market research projects in Nigeria and other countries in Africa, please send
an email to lagos@webhaptic.com or call +234 8034915553.