Qualitative research is the central component of generating comprehensive insights – whether if online, in a studio or in the direct surroundings of your target group. The portfolio of Harris Interactive comprises face-to-face as well as qualitative online methods, worldwide.




Observe

Get to know your target groups and their needs and desires directly, with Visible Insights. Whether it be at home, in a trendy bar or at work – the focus is on the natural setting far from any laboratory situation, in order to form a tangible and comprehensive picture of the habits, motives, routines and social influences of your target group. Visible Insights is particularly effective for everyday products, as especially here the unfiltered knowledge of usage and usage situations offers valuable input for developing the product and its communications.




Understand

For a deeper exploration of underlying or emotional motives, ideas and decision making processes group discussions, in depth interviews and workshops are implemented: Cultural differences in the perception of concepts are of relevance in many areas, e.g. for the planning of international advertising campaigns. Our project management has the experience of planning and conducting group discussions worldwide with our international partners.




With acquire©, Harris Interactive has a powerful platform for online focus groups at disposal. This allows our customers to follow the group live online and to communicate with the moderator during the discussions. Without personal contact such unwanted effects as social desirability bias and opinion leadership are eliminated. acquire© is particularly effective when it comes to difficult-to-reach target groups and international projects. In addition, multimedia test materials can be integrated easily.

The advantages of qualitative and quantitative research are combined in the Heuristic Market Explorer. It is the perfect tool for the exploration of market segments, attitudes and expectations. The Heuristic Market Explorer is a combination of online survey, structured qualitative questionnaire and heuristic analysis and offers openness, comprehensive samples and high yield.




Develop and Enhance

Involve innovative and trendsetting customers in the development of brands, products and campaigns with the Lead User Cycle. In interviews and workshops, ideas are developed, and concepts are examined and modified immediately. New ideas and optimized concepts form the starting point for the subsequent interviews and workshops. Within a few days, we help you and your customers proceed from the initial idea all the way to the developed product concept. In particular in early developmental phases this pioneering procedure from Harris Interactive is excellent for utilizing the creative potential of special customers.

When it comes to sensitive topics or low involvement products, cyclical email surveys offer a particularly rich source of information. The principle behind the methodology is simple:
the participants are asked open-ended questions on a regular basis. A moderator analyzes their answers and sends a summary with new questions to the participants. This procedure can be repeated as often as desired. In this way you can generate process-oriented insights together with Harris Interactive.

Our e-forum method has proven itself when it comes to open surveys of selected customers over a longer period of time. For this purpose, participants are recruited for a protected forum and the initial assumptions are put up for discussion. From this starting point, the experts themselves generate scenarios, visions and ideas. The moderation ensures that the defined informational goals are achieved.

You need a deeper understanding of the motivation and motives of your customers or want to find out about their ideas?
Harris Interactive is glad to advise you which qualitative method suits your individual needs best.


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