Qualitative

Our qualitative research expertise is both well-rounded and deep. Our ability to work with 'typical' methodologies, like focus groups and IDIs, along with our deep understanding of cultural analysis from our ethnography and immersion work allows us to use creative research methodologies to address each study's unique challenges.

Go Beyond the Typical Focus Group

Go Beyond the Typical Focus Group

Vital Findings improved upon the usual focus group methodology by incorporating visual note taking in the backroom of the focus group facility to capture, in illustrations, the respondents’ real-time ideas; this helped participants respond to and build upon concepts developed in earlier groups.

Read more: Go Beyond the Typical Focus Group
Bringing the Consumer to Life On Stage

Bringing the Consumer to Life On Stage

Vital Findings recruited London residents to be features in a “live focus group” panel on stage in front of hundreds of top studio, retail and digital executives; Jason Kramer, managing director of Vital Findings, co-moderated the panel session.

Read more: Bringing the Consumer to Life On Stage

Other qualitative methods we employ:

  • Shopper insights research
  • Clinics
  • Focus groups
  • Ethnography
  • Super groups
  • Trend indentification, forecasting and mapping
  • In-depth interviews (IDIs)
  • Diads (one moderator, two participants)
  • Triads (one moderator, three participants)
  • Man-on-the-street (quick intercept interviews)