GfK Qualitative

GfK Qualitative enables you to gain an in-depth understanding of what people think and feel – getting beneath the surface to uncover the underlying drivers behind their attitudes, preferences and behaviors. Led by one of the most highly regarded teams of qualitative research professionals, we provide the critical "people knowledge" to address the needs of your target groups – consumers and professionals, domestic and global – with insights that deliver market advantage.

• what your target consumers need, why they buy - or why they don't?
• how they express themselves, what they care about, how they live?
• what their reaction will be to new concepts, new products or new designs?

Are you looking for ways to make your advertising more believable, your product more relevant?

How will you uncover opportunities associated with emerging trends and lifestyle shifts?

GfK Qualitative provides the fresh insights you need to keep pace with consumer lifestyles and business needs to fuel your growth, build equity and drive loyalty among your customers.

• Our qualitative researchers are skilled at eliciting rich answers – paying attention not just to words, but to all aspects of respondent presentation and expression. Optional audio clippings included in study reports bring responses to life so your team can more fully experience the customer "voice". You'll gain a deeper understanding and a clearer picture of your customers' perceptions and your market opportunities.
• Qualitative research yields the highest return on investment when it goes beyond simply exploring the research issue. Our reports are more than a wrap-up – they explore themes and offer insights that are both creative and practical. We go beyond the research hypothesis to suggest creative solutions and fresh ideas to address your marketing challenges.
• Our perceptive analysis reveals underlying causes behind trends and their implications. We analyze study results in the context of changing values and lifestyles to help you create more meaningful marketing messages.

Getting the project design right means that the study will have value and credibility at the end. GfK NOP helps you choose the right technique from our wide range of services designed to meet all your qualitative research objectives.

Focus Groups: We connect you with all consumer and professional sectors to match your target market including adults, teens, kids, business executives and professionals. GfK NOP Qualitative can also recruit based on exclusive populations such as the Influentials segment (trendsetters, opinion leaders and brand advocates that can have a major impact on how you fare in the marketplace) and LifeMatrix segments (which profile consumers based on the most essential predictors of marketplace behavior - personal values, lifestyle and lifestage combined).

In-person Depth Interviews: Whether conducted at professional field facilities, on-site locations, or by telephone, our depth studies are conducted by top level moderators and expert interviewers. Your results will reflect a high quality interview yielding thoughtful responses.

Online Qualitative Research: Bulletin boards and real-time chats provide fast, in-depth responses from people around the country and around the world. A highly effective methodology for gaining a multidimensional perspective, this approach facilitates broad geographic representation without the scheduling and logistical problems of city-to-city focus group tours.

Observational Research: GfK NOP offers an innovative Ethnographic practice for clients seeking an up close and detailed understanding of people and the context in which they interact with your products and services. Our worldwide network of expert field researchers are trained in anthropology and related social sciences and knowledgeable across dozens of languages and specialties. Our innovative processes ensure that the information generated by observational and ethnographic research is reliable, useful and actionable.

GfK Qualitative adds an invaluable dimension to your market intelligence so you can plan, position, and manage a successful brand and customer strategy.