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Qualitative Research

At Hansa Research, we design, develop, implement and monitor qualitative market research sessions, with an aim to turn consumer intelligence (information) into actionable, managed knowledge. We also design, develop, and implement methods that employ eclectic tools and techniques (e.g., Ethnographic Observation from Social Sciences).

Meaningful and actionable qualitative research requires three ingredients

Hansa Research
Targeted Recruiting

Our screeners are developed to recruit the right people for research, and no recruiting commences until the client is satisfied with the screening criteria.

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Creative Moderating

Our experienced researchers have designed and implemented numerous sessions. We develop creative discussion guides that utilise tools and techniques customised to creatively achieve the clients' information objectives.

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Strategic Reporting

Our reports are designed to meet the desired needs, whether that is an executive summary or a detailed analysis of findings, verbatims, and recommendations from our staff of experienced researchers and marketing consultants. We also develop and deliver targeted presentations of findings that include recommendations for action.

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Our industry experience stretches across many service and product areas. Our Qualitative Research uses the following to explore those areas

  • Consumer psychographic profiling
  • Advertising research
  • Product research
  • Concept testing
  • Positioning
  • Branding research
  • Brand equity research
  • Ethnography and Observations
  • Design and product development
  • Semiotic decoding and deconstruction

We are a market research company that selects and applies the right research, decision-making, or idea generation tools at the right time. We use our expert research and analysis skills to support your critical thinking and decision-making process, not replace it.

We know these tools and techniques well and we know when and where to apply them to meet your needs. Our biggest strengths are decision-making clarification, focus, and knowing what to include and what to leave out of your marketing information system. We offer a system that helps you move forward and approach your market confidently and successfully.