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Exploration + Interpretation = Brand Solutions
Moving beyond the rational, to accessing and understanding the emotional, is the cornerstone of good qualitative research.
Consumers don't look at and respond to brands in the same way as marketers. They seldom openly articulate a brand’s importance in their daily lives. But ask them the right way, using the right research tools about their thoughts, feelings and associations of products and services they buy, and it’s surprising the variety and quality of response a brand name can evoke.
ACNielsen | Qualitative will provide the answers to some core marketing questions:
- What does your brand really mean to consumers?
- What’s really driving consumer purchase decisions?
- What does your branded product or service really deliver and what advantage does it have over its competitors?
- In the midst of competitive challenges and rapid lifestyle changes, how can your brand continue to renew itself without giving up what it stands for among consumers?
- What are the likely implications of changes you may make to your product or marketing mix?
Unmatched Qualitative Expertise
ACNielsen is the most experienced provider of market research globally and a major provider of qualitative research, delivering critical consumer insights to set you on the path to brand success.
A qualitative research service is only as good as its people. Our ACNielsen | Qualitative professionals are drawn from a wide range of backgrounds, all with a diverse range of perspectives - some with marketing and advertising experience, others from specialties such as psychology and linguistics.
ACNielsen attracts the most experienced qualitative research professionals – who understand the different needs and motivations, different ways of working, different mind-sets and different ways of looking at the world of brands and marketing but all with a common passion for understanding, sensitive listening and excellent probing skills, a flair for making connections between “dots” to arrive at a holistic interpretation, and strong commitment to help clients build brands.
International methodologies, local insights
At ACNielsen, we don’t rely on importing qualitative professionals as and when required. ACNielsen uses native moderators and analysts, trained in international methods of qualitative research and able to communicate with global as well as local marketing teams:
- offering a truly local perspective from researchers living and working in the markets you’re researching,
- combining a unique ability to draw on the experiences and resources of our regional and global qualitative expertise,
- harnessing our linguistic and cultural understanding to evaluate what is not said as much as what is.
A Unique, Holistic Approach - A Reality Check
At ACNielsen, we don’t conduct your qualitative research in a vacuum, but in the context of your market realities. Our global and regional geographic reach, combined with strengths in our retail and quantitative measurement services, ensure you benefit from a deeper appreciation of the wider issues affecting your business.
ACNielsen | Qualitative experts specialise in consumer, commercial and corporate research, and have a wealth of experience few can equal in consumer packaged goods, financial markets, automotive, retail, information technology, strategic and creative development and travel. In certain markets we also offer social research, a field with its own challenges and sensitivities.
Tailored to Your Needs
ACNielsen | Qualitative focuses on the things you can change rather than those you can’t. However tough the challenge, ACNielsen | Qualitative experts bring insight and experience to the task of finding the way forward. We’ll use our judgment to provide guidance and a clear point of view at the conclusion of your qualitative project.
ACNielsen | Qualitative has a repertoire of methodologies to choose from. We never offer an ‘off-the-shelf’ or ‘standard’ research design – so you won’t get groups every time. We’ll question the brief before we answer it, and then recommend an approach to best meet your project needs.
Project proposals are clearly structured to demonstrate our understanding of your business needs, with a tailored research design clearly showing how we intend to generate the detailed consumer insights to help you build your brands.
Products and Services for your Consumer Motivation needs:
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