Qualitative Market Research Los Angeles
Qualitative Research for Deep Customer Intelligence
Qualitative research is essential if you want to deeply understand your customer. Human behavior is nuanced and complex, and no matter how robust it is, data can provide only part of the story. Desire and motivation are influenced by psychological, social, and cultural factors that require context, conversation, and active listening to decode.
BrandIQ develops and utilizes cutting-edge market research tools to uncover the emotional layers of consumer behavior that cannot be captured solely with quantitative methods. Understanding emotions and motivations helps our clients target investments in positioning their brand and products distinctly.
You will learn why a consumer’s beliefs are important to them, and the language they use to express them. This helps you communicate and connect deeply, wherever and whenever they encounter your brand and products.
Established Academic Theories Applied Creatively
BrandIQ conducts qualitative research with a fresh approach to the classics, by empowering team members who are grounded in anthropology and sociology and trained to balance academic rigor with real-world practicality.
Rooted in established, but innovative theories, our approaches ensure our clients are getting the newest thinking to deliver insights they can trust.
We specialize in understanding cultural context, trends, and your brand and product’s competitive landscape. As trained ethnographers, we use technology to transform qualitative data into game-changing insights while building understanding with actionable data stories and nuanced narratives.
Emotional "Jobs” are the heart of your customers love affair with your brand
One of the techniques we utilize is emotional laddering, which uncovers customer hopes, dreams, needs and emotions. This method unlocks the functional, social, and emotional jobs consumers need done in their lives. A “Job” is shorthand for what an individual really seeks to accomplish, in each circumstance.
When we purchase a product or service, we essentially “hire” it to help us do a “job”. If it does the job well, the next time we are confronted with the same job, we tend to hire that product again. Our methods tease-out the emotional jobs consumers need from a product and brand. These jobs compliment the functional benefits and create a deeper connection with your consumer. By transforming your understanding of customer choice, in a way that no amount of data ever could, you can leverage the drivers behind a purchase.
Whatever the challenge, it is imperative to have in sight what truly differentiates your product and brand from the rest of the crowd. We help our clients soar beyond a functional understanding of their brand and products and get to the heart of what makes consumers fall in love.
Qualitative research specialties include:
- Focus Groups
- Online Focus Groups
- Consumer Journey
- Consumer Co-Creation
- Consumer Immersion
- Category Immersion
- Value Proposition Workshops
- Design-Thinking Groups