To analyse the worlds of brands and products in depth, superficial rationality needs to be kept away. Only by means of sophisticated techniques it is possible to obtain insights into needs, motivations to purchase and attitudes of consumers.
While quantitative data collection methods aim at achieving representativity and reliability for a particular universe, qualitative approaches try to answer the question of "why" and "how". Thus, deeper insights into the “consumers world” are in the centre of interest.

Qualitative research is mainly done by means of focus groups and in-depth interviewing. Hence you not only achieve insights into the motivation structure of the target group but also learn a lot about dislikes and rejection mechanisms. This knowledge is particularly useful for product design and marketing. We apply projective methods (such as analogies, stories, product personifications), associative (e. g. validated photo sorts, brainstorming), but also creative techniques (collages and role-playing) to overcome the barriers of rationality and cognition.

In-depth interviews and focus groups
Qualitative market research is at the heart of consumers emotions, attitudes and behaviour. Smaller sample sizes and various research techniques are applied to learn more about your consumers. The interviewing process doesn’t only consist of asking questions and receiving answers to them but forms an interactive process which allows more flexibility and creativity to gain deeper insights.
In qualitative research it is more important to understand the consumer rather than “measuring” a bundle of research criteria.

B2B market research
TNS INFO Research has rich experience in B2B studies in various industries and categories – from FMCG to service and production industries.
Our objective is to support the client with our expertise and to deliver highest quality standars in research, in terms of recruitment, fieldwork and analysis.

Kids Research – Learning from kids
Children as market participants are maybe more important than you think: In Austria there are around 700.000 children from 6 to 12 years. Advertising to kids is not impossible to get right, but the chances of getting it completely wrong are higher than for other target groups. What is interesting and important for an adult person might be totally boring for kids.
Market research dealing with children therefore needs to be different to market research with adults.
Our psychologically trained moderators and interviewers know what it takes to gain insights from kids and uses adapted questioning techniques, particularly targeted at young consumers.