QUALITATIVE &
QUANTITATIVE METHODS
«If you only know a hammer, you think every problem is a nail.»
Methods in market research are not end in itself but specific ways to reach particular goals. Based on our high method expertise and mature range of methods, we always apply those methods that get you to your goal in the best, most reliable and quickest way.
We expressly advise against run-of-the-mill concepts and cheap market research, which misses the goal by far, only satisfies alibi functions or produces more dangers than real progress. We want you to receive the answers that you really need and which advance you over the long term. That is why coherent overall concepts, thorough method consultations and a professional application of methods are among the standards of our service offer.
Key offers – qualitative market research
Our qualitative market research makes it possible to comprehend all of the important facets of market-related topics as well as see and thoroughly understand the motives and effects which the behavior is founded on. Here the goal is not to get statistically representative statements but to capture all of the mental and psycho-social aspects that are significant for an issue (in trade language: “psychological representativeness”). Psychological and statistical representativeness does not pose a contradiction but the two facets are in a close complementary relationship. For that reason, HEUTE UND MORGEN often combines qualitative processes with quantitative approaches. Often both methods are needed together to create a complete image of market-relevant factors and action-relevant correlations. Below you will find a selection of qualitative methods which we frequently use.
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