Cambridge MR have been using qualitative research to probe and illuminate particular information needs for over 30 years. We use a full range of techniques including groups and depths as well as in-store intercepts, accompanied shops, pantry/freezer audits, and ethnography. Qualitative research allows us to dig deeply into the mindset, motivations and drivers of behaviour.
We design and execute qualitative research in the context of what we already know about consumers, brands and retail interactions to ensure that sensitive and relevant research yields findings that can drive decision making. We have a dedicated team who conduct qualitative research who work alongsie the quantitative team, bringing a holistic view to the research we design and conduct.