When should you opt for qualitative research?

Qualitative research is the right choice when you need to look beyond the numbers. It helps clarify your positioning, explore how your brand is perceived and identify the key factors that shape the customer journey.

Unlike quantitative research, which measures proportions, qualitative research examines reasoning, trade-offs and perceptions. It goes beyond what people explicitly say, revealing the underlying – and sometimes unspoken – motives that guide their decisions.

That understanding is often essential before any measurement.

Methodology

At Incidence, qualitative studies are primarily based on in-depth individual interviews or focus groups.

Semi-structured interview guides allow perceptions to be explored freely while maintaining a rigorous analytical framework. The analysis goes beyond the literal responses: we examine the coherence of the discourse, hesitations, contradictions and implicit reasoning.

All content is transcribed, coded and analysed thematically to reveal recurring patterns, significant divergences and key explanatory factors.