In-depth interviews

To describe and deepen your subjects and understand the motivations, attitudes and reasoning of your targets thanks to the qualitative research methodology.

Anticipate trends in your market thanks to unique testimonials

Whether you are exploring new concepts, launching a product/service or improving your offer, they will be useful to you to:

Have an in-depth understanding of your consumers

Identify buyer characteristics, consumption and purchasing habits, consumer decision-making processes, brand experience.

Align your concepts with the expectations of your market

Advertising message test, reactions to new products or services

Identify new opportunities

Discover the barriers and motivations to purchasing, revelation of new consumption patterns, validation of product ideas

With our offer Premium+ : carry out unlimited qualitative studies to simultaneously respond to all these marketing issues within your company.

Example of video report for in-depth interviews research

1. Target

Take advantage of a privileged dialogue with all your targets

Give your customers a voice today and tomorrow. We go to meet them in their environment to bring you the rich and authentic opinions of the individuals you are interested in, confronting their discourse with reality, while giving them the opportunity to express themselves on subjects that are important to them.

Household shoppers, cosmetic consumers, millenials, sportsmen and women, etc. We target all kinds of groups and communities, from the broadest to the most specific, and recruit using our proven quantitative questionnaire collection methodology.

Define on our platform the multiple profiles of your respondents as well as the desired language for your interviews.

Summarise the richness of your discussions in a video

We conduct 5 individual video interviews of 30 to 45 minutes with your targets, coordinated by our personalised interview guide.

Discover a video summary of the main verbatims analysed and grouped by insight theme, and share these results with your employees. You also have access to all the interviews so that you can go further in your reflection and not miss anything.

Take advantage of a privileged dialogue with all your targets

Give your customers a voice today and tomorrow. We go to meet them in their environment to bring you the rich and authentic opinions of the individuals you are interested in, confronting their discourse with reality, while giving them the opportunity to express themselves on subjects that are important to them.

Household shoppers, cosmetic consumers, millenials, sportsmen and women, etc. We target all kinds of groups and communities, from the broadest to the most specific, and recruit using our proven quantitative questionnaire collection methodology.

Define on our platform the multiple profiles of your respondents as well as the desired language for your interviews.

Summarise the richness of your discussions in a video

We conduct 5 individual video interviews of 30 to 45 minutes with your targets, coordinated by our personalised interview guide.

Discover a video summary of the main verbatims analysed and grouped by insight theme, and share these results with your employees. You also have access to all the interviews so that you can go further in your reflection and not miss anything.

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Frequently Asked Questions

There is a good chance you will get your answers.

What is the difference between a qualitative and a quantitative study?
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These two types of studies differ in their objectives and methodology. The quantitative study is a search for facts that aims to validate theories or hypotheses. Conducted by distributing a questionnaire to a large sample of individuals, it provides numerical, statistical and objective results.

The qualitative study is rather to collect impressions and opinions. It offers context and detail, in a more descriptive approach, and focuses more on experiences and interpretations. It delivers subjective results, collected in verbal form after several individual or focus group interviews with a target group.

What are the objectives of a qualitative study?
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The qualitative study, which is less structured than the quantitative study, aims to go deeper into a specific topic to understand the reasoning, attitudes and motivations of a group of individuals. It allows us to enter into the psychology of the consumer, or more broadly, of the interviewee, and to decipher it. It is often used to provide food for thought and creative ideas.

When should I carry out a qualitative study?
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The qualitative study is key to formulating hypotheses and seeking opportunities in the early stages of a project. With detailed instructions, it provides food for thought and is often inspiring. These hypotheses can then be validated using the quantitative study.

It is also useful for finalising a project, particularly as a complement to quantitative studies. The verbatims obtained make it possible to integrate the human factor into the figures and statistics of the quantitative survey. By collecting their opinions through spontaneous testimonies, the individuals interviewed can give their impressions freely (on a campaign, a brand, etc.) and without the framework of a questionnaire. This may help the researcher to identify elements that they had not previously considered.

More specifically, the qualitative study is favoured for new product launches, the creation of a brand name, a logo, a slogan and for advertising pre-tests.

How is a qualitative study carried out?
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To conduct a qualitative study, it is first important to define the research issue. To do this, you need to focus on your original question, then define sub-questions to be classified by theme, and identify the hypotheses to be validated.

The next step is to prepare the research and to set up a framework. This can be done by writing an interview guide to ensure that you have a good grasp of the subject and that you get the answers to your questions. It is also quite possible to choose to carry out a non-directive survey, where individuals can express themselves completely freely and without support.

There are several ways to get their answers. The individual interview, the focus group, which collects the opinions of several people simultaneously in a specific social environment, and the observation (participant or non-participant).

Once collected, each speech should be listened to carefully in order to start the analysis. It is possible to study the language and expression used, i.e. to use lexical analysis to better understand how an action or concept was perceived. Another methodology is to group the information by theme.