Six from a thousand. Psychologists, sociologists, culture anthropologists, the Hungarian qualitative team of Ipsos. What does it mean to us to belong to the greatest qualitative researcher community in the world? It is inspiring to gain experiences, share questions and challenges from more than 80 countries across the world. In addition, it means we acquire international methodologies, participate in training courses and receive innumerable insights reflecting the diversity of the world.
Qualitative researches are about culture, community and people. It is extremely exciting and thrilling to gain information in this world of motivations, values and attitudes. The challenge here is to convert this colourful and impressive diversity of information into marketing counselling. How will desires, needs, motivations and attitudes turn into a business strategy? This is the essence of Ipsos qualitative researches. We are determined and clear in our recommendations. We are responsible market counsellors.
1. Classic research methodologies –
Focus groups, mini-groups and in-depth interviews. Even in cases when there is a need for quick and effective decision support with a short time limit.
2. Holistic methodologies –
Whenever there is a need for in-depth understanding. We have a close look at not only people but also their social and physical surroundings.
Ethnographic interviews – to be present in the lives of consumers, accompany them and record the events of their everyday lives. Our clients appreciate the videos we assemble from ethnographic interviews and they use them for their presentations and conferences. Ipsos is confident that ethnographic researches are of major importance. Our clients have the opportunity to get a glimpse into our database of ethno-videos made across the world in various topics. Out of qualitative research methodologies, ethnographic researches receive increasingly more attention in Hungary too. Global etno page
Peer Party – When we would like to understand the world of a particular community or a subculture in the environment where they actually live. A Peer Party is a group of friends and acquaintances, the members of whom have a genuine and existing daily contact with each other. The location: not a studio but the home of a member of this particular group or a place where the members of this group typically meet up. A special advantage of this method is that one or two representatives of our client may join the moderator, and even ask questions from the group members. This opportunity ensures not only a genuine research experience to our clients but also a more in-depth understanding than simply taking notes behind the see-through mirror.
Qual Space Forum – When we intend to communicate on channels other than the usual ones
The Qual Space Forum is an interactive online methodology combining the dynamism of focus groups with the long-term nature of an online whiteboard, through building a kind of community for 4-5 days. Community members communicate via a closed and secure online platform, which communication is moderated by one of our experienced moderators, who at the same time lets members interacting with each other. We recruit respondents in the conventional – offline – way, thus ensuring the high quality and verification possibility of recruitment, as well as longer-term commitment. The style of communication is adapted to the communication forms of our age – chats and internet uploads. We can present any kind of creative stimuli (logos, videos, etc.) to the respondents and they can also upload photos and videos.
3. …miscellaneous … Censydiam
When we want to understand the deepest motivations of the consumer. Censydiam reveals the individual’s motivation strategies, and how brands fit here. Censydiam views human motivations in a unique system of interpretation and provides a kind of compass for us in orientation.Censydiam Link