Qualitative research is a rich and flexible way to bring the voice of the customer to our clients' important decisions. At BRS, each project takes on its own identity. We work as a team with our clients to design each study, starting with the decisions the client needs to make and the information needed to make them. From there, we select the most appropriate interviewing formats and develop interview guides that will get us the information we need. Many of our qualitative assignments utilize traditional focus groups or individual depth interviews, although we work with a variety of qualitative interviewing formats:

We approach our qualitative practice as an evolving craft. BRS has pioneered projective techniques, and we have been a leader in adapting ethnographic methods to marketing research projects. For online qualitative research tools please see our integrated solutions page.