Qualitative research
Important in contexts characterised by too many stimuli and multiple players and is suitable when explaining why things happen and in catching the signs of change
It gathers behaviours, attitudes, experiences, needs and feelings and interprets them through psychology, sociology, ethnography, semeiotics and psycholinguistics
Tools
Doxa designs qualitative studies as tactical and strategic tools, adding also an integrated approach:
Focus groups, Active groups, Test groups
Creative group sessions
Problem-solving workshops
Ethnographic observations
Semi-structured personal interviews and phenomenological one-to-ones
Socio-semeiotic desk analysis and analysis of language, Qualitative tracking studies
Synchronous and Asynchronous online sessions
Off/on-line integrated sessions
Established research models
Exclusive and validated: Brand Feel Power
Differentiated by target: Kids, teens, professionals, business
Innovative: Continuous listening, ethno-semeiotics, analysis of the language, communication styles
Contextualised: Continuative scenarios make up the cultural background common to the surveys
