Ipsos MRBI has a dedicated qualitative team driven by a passion to understand why people behave in particular ways and respond differently to brands, products or services. Our team has the ability to think holistically and strategically, while blending the big picture with a grasp of the detail. Every project is approached using creativity and innovation, so that the best methodology or techniques are used to arrive at the understanding necessary for clients to make the right business decisions.
Ipsos MRBI’s qualitative team is perhaps unique in that we specialise in both consumer and business arenas; this means we are as comfortable working with consumers (evaluating their attitudes towards a specific category or campaign), as we are interviewing senior business customers to develop internal change strategies for companies or better ways of doing business.
Being plugged into the Ipsos MRBI bank of knowledge and expertise on how the nation’s wider social attitudes, media consumption and business structures are evolving, means we are uniquely placed to understand the how’s and why’s of a changing society. Ipsos’ commitment to qualitative research globally means we also link into a truly superb Ipsos qualitative network worldwide.
We employ a wide range of qualitative research techniques, including:
- Consumer focus groups
- In-depth interviews
- Specialist business/professional groups (including GP’s, IT decision makers, small business owners, etc.)
- In-depth interviews with hard-to-reach respondents (including hospital consultants, heads of Government departments, CEO’s, sports professionals, journalists)
- Internal management facilitation sessions
- Client workshops
- In-store accompanied shops/observations
