Learn about our

Qualitative Approaches

Understanding What People Think, Feel, and Do

At Redge, qualitative research is about more than conversation — it’s about connection. Our methods are grounded in 30+ years of experience across brand, communication, product development, and social research. We design each study to explore not just what people say, but why they say it — uncovering the emotional, cultural, and behavioural forces behind decisions.

Qualitative

When and Why to Choose Qualitative Research

Explores New Ideas

Uncover early reactions to product concepts, audience needs, and emerging trends through open, exploratory discussions.

Reveals Emotional Insight

Gain deeper understanding of behaviours, motivations, and emotional drivers that quantitative methods alone can't reach.

Uncovers the 'Why' Behind the Numbers

Use qual to interpret or go deeper into quant findings — revealing the human reasons behind patterns and performance.

In-depth interviews allow for a comprehensive exploration of individuals thoughts and feelings regarding a specific topic, product, or service.They provide a deeper understanding of specific behaviours, perspectives, motivations, and emotions. They can be useful for providing deeper behavioural insight in complex, personal and senstitive topics for both business-to-business (B2B) and business-to-consumer (B2C) perspectives. They can be conducted in person or online, or in store with shoppers.

1. In-Depth

Interview

Online forums are discussions which take place in the digital space where individuals can engage in discussions, share experiences, and exchange information on various topics, typically over a number of days. They allow us to bring together sometimes diverse groups of people from a range of geographical locations to participate in discussions and tasks including projective exercises, direct questioning, diaies/journals and more. They are an incredibly flexible tool that allow us to incorporate diary, shopper, media behaviours and get detailed feedback on stimulus, mock ups, designs and territories.

2. Online

Forums

Group discussions are a favourite method for going beyond the rational and superficial. The dynamic and fluid nature of group discussions often allow us to shed new light on old and new problems alike. Discussions are designed and guided by experienced moderators who encourage participants to share their thoughts, feelings, and experiences in a relaxed and informal setting. The interactive nature of group discussions allows for deeper insights into participants' perspectives, motivations, and concerns, leading to richer and more nuanced findings. The dynamic of group discussions allow us to move beyond the rational, to understand more emotional and system 1 responses. Groups can be conducted in person or online.

3. Group

Discussions

Discover our solutions

Pair our qual techniques with our modular studies like Concept Testing, Ad Testing, or Brand Imagery for fast, scalable insight — with the option to go deeper where needed.