Qualitative research offers numerous insights into the motivations, needs, perceptions and emotions of individuals that determine and influence their behaviour and way of thinking. In today’s world, we are flooded with advertisements, products and services. Almost everything is for sale! It therefore becomes more difficult to effectively reach your target group, and more important to hit a nerve. If you fail to do so, you will be unable to reach (potential) consumers and influence their behaviour. To overcome these challenges, you need smart research, and sharp, experienced researchers who understand your target audience.
We have expertise in qualitative, in-depth interviews and focus groups, online qualitative research with our community platform, respondent diaries or in-context observations, in-home interviews, short-term agile projects and in-depth ethnographic surveys. Each of our researchers specializes in at least one of these established research methods.
Certain research objectives are best met by using a classic approach: individual in-depth interviews, duo interviews or focus groups are always customized and carried out efficiently and professionally.
Our respondents are recruited and selected by our own in-house selection agency M-Select. Their large database contains significant background information and allows them to adjust the recruitment criteria to find suitable respondents for each research project.
Motivaction has its own research rooms to conduct qualitative research in. The studios feature state-of-the-art display and recording equipment. The adjacent viewing rooms, with one-way mirrors, accommodate up to six individuals. When more people are present it is always possible to follow the interviews via a closed TV circuit.