Qualitative Market Research

User Experience (UX) Testings

User experience (UX) testing or usability testing is a qualitative research methodology which involves directly observing and interviewing a participant using a product or service.


Ethnographic research is a qualitative research method where the researchers observe participants using a product or service in their own environment, typically at work or

In-depth Interviews

In-depth interviews (IDIs), where a moderator interviews a single respondent, can be crucial for exploring delicate subjects or accessing hard-to-reach demographics, whether face-to-face, online, or

Focus groups

Focus groups allow participants to combine experiences and perspectives to explore ideas in depth. Commonly used during creative and conceptual development, they help you understand