Immerse is a qualitative method increasingly present in the market. It has the same characteristic as the face-to-face conversation, but with some particularities such as: consumer profile and number of people. Though this method, we gather 100 people in an online chat room and the moderator interacts with everyone and, with that, we acquire and record qualitative data for the client.

In the qualitative research method Focus Group, it is possible to verify the reactions of the target customer in relation to a particular product or service. The survey is carried out with a group (usually from 8 to 12 people or in the Triad format with 3 people) chosen according to the product or service. They get together and start debating on a topic proposed by the moderator. The conversation is relaxed and varied techniques and approaches are employed, so that respondents feel free to express their opinions on the topic addressed.

In-depth interviews are also among the qualitative research methods. In this case, individual interviews are carried out employing deeper questions, involving the habits, perceptions and experiences of the customer in relation to a particular product or service. Through topics previously scripted, the interviewer directs the consumer to discuss each of them.

A inovadora pesquisa qualitativa exploratória, permite ambientes colaborativos para pesquisas quali e quanti que por meio de um espaço, similar ao de uma rede social, reúne pessoas com interesses em comum sobre um produto ou serviço, onde o público-alvo poderá discutir na estrutura de um bate-papo informal sobre suas experiências.

The workshop methodology allows us to approach, connect and interact with consumers, and to get active and committed users to participate in the survey. It brings together people from different regions, genders, ages, among other characteristics, who have a high engagement. They engage with extensive participatory interactions, helping with decision making.

One of the key points of ethnographic research is to understand and describe the social and cultural signs of the groups in which consumers are inserted. In this qualitative research methodology, the main objective is to deeply understand the culture of communities and social groups. And through the collection of data and information during the research, the ethnographic characteristics of a specific group can be traced.

Knowing in depth the consumer journey is essential to succeed in any strategy. The purchase journey research methodology leads to a deep understanding of consumer behavior, and traces in detail how the customer relates to your company, product or service.

With this qualitative research, you get the information you need to assertively direct your business’s communication, positioning or strategy efforts, thus reaching a qualified target audience.

It is common for qualitative research to use techniques originating from human science to analyze the most subjective needs of consumers, ranging from how they think, to their perception expressed in verbal and non-verbal manners.

Semiotics is a theory that involves meanings, the construction of meaning in a language, text or image. Through this qualitative research methodology, it is possible to understand how the cultural element employed consciously and unconsciously influences consumer behavior.

The consumer neuroscience method is about the union of techniques of science and marketing, with the goal of understanding consumer behavior in depth, through brain processes and neurobiological activities.

One of the advantages of this methodology is that the information obtained is very thorough and more accurate. This type of qualitative research is key when it comes to allowing a better understanding of consumption, impulses, desires, motivations and factors that end up collaborating in decision making.

The passive monitoring method is employed to collect mainly objective information about facts and not feelings. Through monitoring software that can be installed on digital devices such as cell phones, tablets or computers (with consumer consent), it is possible to passively collect clickstream data.

This way, instead of asking questions, it is possible to analyze information such as websites visited, keywords, searches and applications used on each device, without depending on the consumer, or risking that they are altered by them.

If you are looking for a contextual understanding of consumer behavior over a period of time, it can be difficult to create suitable scenarios in a research environment for these types of data.

The User Diary is a qualitative research method used to collect behavioral data, experiences and activities during a pre-established period. This way, the participants record their experiences and specific information daily as they happen, in real time.

This type of tool is ideal for research that needs to collect information about consumer’s habits, usage scenarios, attitudes and motivations, behavior changes, customer journey, outside the context of the study.