Qualitative Research

Qualitative research provides in-depth, unbiased, and unfiltered feedback from key decision makers and other stakeholders.

We use qualitative approaches to develop valuable insight into the motivations, perceptions, emotions, behaviors, and beliefs of the stakeholders that matter most to you. These key results often lay the groundwork for informing larger, quantitative studies or addressing nuanced and sensitive topics.

Our qualitative projects always start with our clients. We first make sure that we understand your needs and goals, and how the project can contribute to your success. We become trusted members of your internal strategy, process improvement, and product development teams, serving as an external, unbiased resource to connect you to your markets.

BuildingInsight never takes a cookie-cutter approach; we tailor each project to our clients, working with you to develop a creative market research solution that addresses your needs and helps you accomplish your goals. Qualitative projects are often dynamic and flexible, allowing us to incorporate critical findings as projects progress and results unfold.

We have the in-house resources, relationships, and network needed to tackle large, complex engagements yet still provide the focus needed for small projects to be successful. Our team’s technical knowledge spans across a myriad of industries, allowing us to reach and build rapport with decision makers in specialized fields and across complex supply chains. Simply put, there is no market segment too niche for us to engage.

Having been in the industry for decades, BuildingInsight knows that communicating results is as important as collecting the data. We integrate innovative design solutions to absorb readers and effectively display meaningful insight to our clients and their stakeholders. We design our graphics in-house, giving us the flexibility to develop custom graphic solutions that meet our clients’ unique needs and provide results they can comprehend. Our reports go beyond high-level summary to draw important conclusions and provide actionable recommendations specific to helping our clients achieve their goals.


Our qualitative research services include:

  • Advertising testing and tracking

  • Branding

  • Competitive analysis

  • Customer Satisfaction

  • Dyads and triads

  • Employee engagement

  • Focus groups

  • In-depth interviews

  • Market analysis and feasibility

  • Mystery shopping and field audits

  • Project management

  • Usability testing