- company
- methodology
- expertise
- insights
- areas of research
- pharma industry
- hospitals
- health insurance
- medical technology
Qualitative methods
Qualitative methods uncover things that are not quantifiable or directly accessible on a linguistic level. They can be used to expose links and causes that are not immediately visible or reveal subliminal motives and attitudes that ultimately govern interviewees' behaviour. This is achieved by using the following methods and techniques:
- Projective methods: missing plot technique, construction techniques, analogies/metaphors, product personification, the planet or family game
- Associative methods: magic wand method, handstand method, brainstorming, completing sentences, identifying attributes
- Creative methods: creativity model, thinking caps, collages, brainstorming, psychodrama, role reversal
- Ethnographic methods: observation, video-diaries
