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. Many of our qualitative assignments utilize traditional focus groups or individual depth interviews, although we work with a variety of qualitative interviewing formats:
- Ethnography, both in person and online
- On-site interviews (bars, retail stores, auto dealerships etc.)
- Automotive product design clinics, both real and virtual
- Idea generation workshops
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.