{"id":18902,"date":"2015-07-14T16:09:45","date_gmt":"2015-07-14T15:09:45","guid":{"rendered":"https:\/\/eye-square.com\/en\/?page_id=18902"},"modified":"2021-05-04T12:47:48","modified_gmt":"2021-05-04T11:47:48","slug":"qualitative-methods","status":"publish","type":"page","link":"https:\/\/www.eye-square.com\/en\/qualitative-methods\/","title":{"rendered":"QUALITATIVE METHODS"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_single_image image=”17729″ img_size=”full” alignment=”center” qode_css_animation=””][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”100px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1523277854456{margin-top: 10px !important;}”][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_column_text]<\/p>\n

QUALITATIVE METHODS<\/span><\/h1>\n

[\/vc_column_text][vc_empty_space height=”15px”][vc_column_text]<\/p>\n

Focus groups and i<\/span>n depth interviews<\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]We love numbers. But many big issues cannot simply be reduced to a number. This is why we use focus groups<\/strong> and in-depth interviews<\/strong>. This way we obtain important feedback, new ideas and food for thought directly from your target group.<\/p>\n

 <\/p>\n

What can a conversation show better than a questionnaire? It shows you deeper motivation structures. It lets you understand the needs and values of your target audience. It brings you to new ideas. In short – it shows you the living environment of your consumers in full depth and all forms.[\/vc_column_text][vc_empty_space height=”25px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_single_image image=”17670″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#f0f0f0″ padding_top=”0″ padding_bottom=”0″ css=”.vc_custom_1430817123963{background-color: #f0f0f0 !important;}”][vc_column offset=”vc_col-md-offset-3 vc_col-md-6″][vc_empty_space height=”40″][vc_column_text]<\/p>\n

Understand motivational drivers, the feelings and needs of your target group with deep insights from our experts
\n<\/b><\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”40″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”40px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_column_text]<\/p>\n

FOCUS GROUPS<\/b>
\n<\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]Research questions:<\/b><\/p>\n

    \n
  • How does your product \/ competitors product \/ design example \/ concept come across to the target group?<\/li>\n
  • What are the strengths and weaknesses that should be taken into account in the communication?<\/li>\n
  • What are the preferences and the overall consensus of the group?<\/li>\n<\/ul>\n

     <\/p>\n

    Methods:<\/b><\/p>\n

      \n
    • N=4<\/i> to 8<\/i> Subjects per group for 90-120 Min.<\/i><\/li>\n
    • If possible, homogenous composition, for example, regarding background, age, gender and experience.<\/li>\n<\/ul>\n

       <\/p>\n

      Benefits:<\/b><\/p>\n

        \n
      • Wide range of views and comprehensive reflection of the strengths and weaknesses of the product.<\/li>\n
      • Live-Tracking of the group in the observation room with one-way mirror is possible.<\/li>\n<\/ul>\n

        [\/vc_column_text][vc_empty_space height=”70px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_row_inner row_type=”row” type=”full_width” text_align=”left” css_animation=””][vc_column_inner][vc_column_text]<\/p>\n

        IN-DEPTH INTERVIEWS<\/strong><\/span><\/h4>\n

        <\/h4>\n

        [\/vc_column_text][vc_empty_space height=”25px”][\/vc_column_inner][\/vc_row_inner][vc_column_text]Research questions:<\/b><\/p>\n

          \n
        • What specific needs do different users in your target group have?<\/li>\n
        • What underlying behavior patterns and motivation moments affect the use of your product?<\/li>\n<\/ul>\n

           <\/p>\n

          Methods:<\/b><\/p>\n

            \n
          • N=6<\/i> to 12<\/i> subjects per group for 90-120 Min.<\/i><\/li>\n<\/ul>\n

             <\/p>\n

            Benefits:<\/b><\/p>\n

              \n
            • Identification of unconscious motivation structures by in depth psychological interview techniques<\/li>\n
            • Live-Tracking of the interview in the observation room with one-way mirror is possible.<\/li>\n<\/ul>\n

              [\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”50px”][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

              [vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_single_image image=”17729″ img_size=”full” alignment=”center” qode_css_animation=””][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”100px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1523277854456{margin-top: 10px !important;}”][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_column_text] QUALITATIVE METHODS [\/vc_column_text][vc_empty_space height=”15px”][vc_column_text] Focus groups and in depth…<\/p>\n","protected":false},"author":13,"featured_media":18176,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"full_width.php","meta":{"footnotes":""},"class_list":["post-18902","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nQualitative methods | Understand Motivational Drivers | eye square<\/title>\n<meta name=\"description\" content=\"Understand motivational drivers, feelings and needs. 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