Qualitative research
Over the years, Sita Ricerca has progressively refined qualitative exploration techniques, placing motivational analysis at the foundation of understanding consumption dynamics. Qualitative research is not about measuring, describing, or counting, but about interpreting.
Qualitative research excels in bringing to light the encyclopedia of meanings, values, emotions, and benefits associated with a product, its concept, and the language it uses to express itself. It establishes a connection between the consumer’s personality and the product’s personality, employing the technique of active listening—authentic listening to what the consumer communicates, both explicitly and implicitly.
Active listening is the starting point on which the qualitative methodology is built: listening to words, tones of voice, interruptions, exclamations, and observing facial expressions and behaviours. Through listening to verbal and non-verbal communication, we discover the most authentic whys.
It is particularly useful in brand analyses (brand image, brand positioning, brand identity), product evaluations (concept lab, concept test, product test), and communication assessments (pre-advertising tests for fine-tuning creativity).
Through techniques that support active listening, empathy being foremost among them, qualitative research aims to:
Explore, delve into, interpret, seek what is not immediately apparent
Intercept the underlying reasons behind behaviours, even those deeply rooted in habits
Add knowledge and capture new insights, even the less predictable ones.
