Qualitative Methodology


This methodology is based on the analysis of the subjective issues that affect the consumer, searching “what” and “how” he perceives, think, feels and in what way that affects his relationship with products, brands and so on.

The qualitative research has the purpose understand the scope and complexity of consumer activities and concerns. It is focused on a better understanding of the aspects that cannot be measured in an objective way, analyzing the feelings sensations, perceptions, thoughts, intentions, previous behaviors, meanings and motivations.

Collection Techniques

Focus Group – Focus Group take place in meeting rooms for an average of 10 persons. That room is conjugated with a second one with a “one way” mirror (or an internal TV circuit, if the focus group is carried out off our office), allowing observation by the team responsible for the project or even by the client. All the sessions are recorded in audio for posterior transcription. The meetings are conducted by a moderator guided by a predefined script with the topics to explore the subject of the study. More information about our Focus Group.

Keyresearch - Sala Focus Group

In-depth Interview – in-depth research is based on personal interviews, usually recorded in audio, where the researcher leads the interviewee to express not only his opinions, but also the ideals and values that sustain them.

Mystery Client – as the name itself suggests, this technique involves the presence of a researcher “disguised” as a client, according to the profile of the shop in evaluation. Based on a memorized script, the researcher observes and simulates a set of buying procedures. Depending on the shop, products and/or the agreed with our client, the evaluation may include a final purchase. When it is possible, all the field process is discreetly taped in audio and video. This kind of research maps the performance and store attendance profile, resulting in various decision processes and, mainly, in the formulation of training procedures to shops teams. More information about Mystery Client.

In-Home Visits – this technique allows that professionals from different areas of marketing, may observe consumers’ habits inside their own homes. The purpose is to verify and evaluate the types of usage of different kind of products: home cleaning, clothing care, cooking, baby and child care, personal hygiene, etc. This technique allows possible changes in the product itself and/or in its package. Home visits are previous scheduled and have from 1 to 3 hours length.

Ethnographic – ethnographic immersion is ideal for mapping data that is beyond discourse (ex.: the use of an ingredient while cooking; a painter work process – if he reads the ink label; the relationship with clothes brands – which brands are in the closet; how is the storage of the beauty products and how are they applied; how older people use the personal computer, etc.). It is also used to study more delicate themes, as the financial behavior of an indebted person. Usually, it has a 4, 6 or 8 hours length, according to the complexity of the subject. Along with observation, there is also a talk between researcher and interviewee about the subject matter.

Shop along – observation and analysis of the consumer in the point of sale. It consists in recruitment, Schedule, observation and personal interview with consumers throughout the purchase process. Fieldwork is conducted by a team composed with two professionals from Keyresearch Angola to each respondent. This methodology enables an evaluation of the consumers’ behavior in several stages of purchase: preparation and definition of what he intends to buy (planned purchase); choosing the point of sale; perceived stimulus in the point of sale (merchandising, promotion, exposition, etc.); impulse purchase; choosing and buying processes; payment.

Projective Techniques – projective techniques are based on the concept that individuals are not always able to verbalize everything they think or feel about a given object / situation / process. Drawings, associations, complement of stories and narratives in the third person are a way to facilitate the obtaining of sensitive information or when respondent’s verbalization is difficult.


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