Qualitative & Quantitative Research

Qualitative Research

The aim of a qualitative study is to gain a better understanding of the motivation, behaviour and expectations of your target audience, whether they are partners, clients or prospective clients. The scope of this kind of research could be exploratory, sensory, usage and attitude tests or even communication.
Whatever the scenario, the objective is to gain a deeper understanding of the behaviour and attitudes of the individuals we want to study and to collect a variety of reactions.

Conducting a qualitative study enables you to:

  • Collect data concerning the way in which a subject is spoken about, the notions that are spontaneously associated with a certain theme,
  • Explore and interpret les images et représentations des individus,
  • Gain a better understanding of a population’s needs,
  • Test an idea for a product or a concept,
  • Find explanations regarding product use,
  • Clarify the motivating or impeding factors to certain practices…

Our qualitative surveys are carried out by sociologists and consultants who have a great deal of experience in this field. We are experts in the multiple research techniques associated with qualitative studies and can therefore work with you to define and put into place the most appropriate methodology for your project.

We can suggest different methods of data collection depending on your objectives and the type of information to be collected. The principal methods include:

    • Focus groups.
      These can consist of between 3 and 10 participants and their duration varies from 2 to 4 hours.
 This method is particularly interesting with regard to the interaction between the participants and their reaction to certain questions. The discussion between participants enhances their responses and allows the interviewer to better understand certain behaviours and opinions thanks to the ‘confrontation’ with others. For practical reasons these focus groups are filmed unless the participants disapprove.

    • Individual interviews.
      These are carried out face-to-face or by telephone and generally last for 1 hour. They can be split into two categories: open interviews and semi-structured interviews.
 An individual interview creates a certain proximity with the participant and this means that it is easier to obtain more in-depth remarks and therefore to understand in more detail a line of thought in relation to a given subject, whether it be about the interviewee’s habits, behaviour or indeed feelings. For practical reasons, unless the interviewee disagrees, the interview is recorded and a transcript is subsequently made.

    As far as logistics are concerned, we have several venues at our disposal, in Paris and elsewhere, all of which are fitted out with the necessary audio and video equipment.

Quantitative Research

The aim of a quantitative study is to describe and quantify the behaviour and opinions of a sample that is representative of the population you would like to study. This then allows us to generalise and extrapolate the results to the entire population in question.
The scope of this type of study could include consumer habits, the perception of a new concept or even the level of satisfaction of the survey’s participants. This kind of research evaluates and measures the attitudes of the target population with regard to certain variables that are determined in relation to your objectives.

Conducting a quantitative survey allows you to:

  • Test hypotheses,
  • Study usage and measure the extent of certain behaviours,
  • Estimate a degree of satisfaction,
  • Evaluate the level of your brand’s recognition,
  • Obtain barometric indicators…

Thanks to our extensive experience in this kind of research we will examine your project requirements and subsequently undertake to run the entire study, including every part of the methodology, such as:

  • Sampling (including the setting up of quotas in order to ensure that the sample is fully representative of the population in question),
  • Choosing the way in which the questionnaire is administered (face to face, on the telephone, via internet…),
  • Writing and planning the questionnaire, structured according to the objectives of your specific project,
  • Launching and monitoring the fieldwork (with indicators such as the response rate or the completion rate),
  • Analysing and using the results

These detailed results combined with analyses that explain and elucidate their meaning, create a research report that will provide you with precise answers to the questions you asked.

You have a project ?
We will be happy to discuss your needs with you and best support you with the most suitable solution.
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