Qualitative research

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


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