Qualitative research is essentially about the lived reality of your consumers, customers, or clients as we seek to understand the most discreet nuances that can make big differences in marketing decisions.

All people have emotional needs and establish relationships with the things around them. Our team is focussed on uncovering these needs and identifying their impact on relevant behaviour. Firmly grounded in psychological theory this is an action oriented style of qualitative research.

More observational and immersive ‘real world' approaches are increasingly being used to provide insights that are true for context as well as emotions. Our moderated online approach has proven invaluable here as well, since it provides a very private way to communicate in a public forum, with all the opportunities to probe for more meaning as well as time for reflection.

Often it is a combination of approaches that provides the best insight so we look at every client brief with an eye to what will deliver the best outputs. Sometimes it might be a ‘standard’ approach and others something more bespoke. Whichever it is you can be assured that it has been well thought through and recommended based on its its ability to deliver, because at the end of the day that’s what counts.

Our Expert Solutions include:

If you'd like to know more, please contact:

Spencer Willis
T 64 9 919 9238 | M 64 021 455 297 | E  This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Céline Yockney - Wellington
T 64 4 913 3053 | M 64 021 567 250 | E This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Colmar Brunton is New Zealand's most well-known and trusted market research company