We apply qualitative methods in order to explore motives and attitudes that are unconscious, hidden and difficult to identify. These motives and emotions cannot be defined visually or verbally.

People’s behaviour and actions are influenced by their values, attitudes, needs, interests, assumptions, experiences, culture, language, look on life and ways of thinking and all these factors change with time. This cognitive filter influences our own subjective picture of the world and creates our own personal road map. It helps us to cope fast in a world full of sensory impressions and to act on them accordingly.

This means that when we interacting with others we cannot act on the assumption of our own road map because words like love, calm, contentment, pain have different meanings for different people. For this reason it is important for a market research project to explore unconscious levels of a target group’s road map with the help of qualitative methods.

Please click on the picture on the left.