Qualitative Research

Qualitative research department TNS conducts wide range of marketing studies in the following sectors: FMCG, technology, finance, media, automotive, healthcare.

Research types:

• Studies of consumer motivation, needstates and U&A
• Consumer and market segmentation
• Working out and test of new product concepts (NPD)
• Brand health studies
• Advertisement pre/post test
• Test of marketing mix elements: concepts, packages, logos, names, slogans
• Evaluation of consumer/ client satisfaction with products/ services

Research methods:

• Focus-groups discussions (standard, prolonged, mini-groups)
• In-depth interviews, expert interviews
• Dyads, triads
• Accompanied shoppings (with usage of eye-cams)
• Car clinics
• Home visits, observations (with pretasks)
• Telephone interviews
• Creative focus groups
• Workshops

We apply individual approach to the every Client’s objective using the tool of contemporary methods and techniques. The results of each study are orientated to specific practice action steps.

The distinguishing feature of our approach is application of special licensed TNS methods, based on international research practice and adopted particularly to the Russian market:

Needscope — segmentation of consumer needs in a category

Shopper — in-depth understanding of consumer motivation and insights into the entire shopping experience

Market Contact Audit (MCA) – evaluation of the most effective points in the brand’s communication with the target audience.

For the Clients’ convenience our facilities are situated in the central location of Moscow and Saint-Petersburg. Our facilities are equipped in line with international standards: comfortable observation rooms, one-way mirrors, modern technical equipment. We organize studies all over Russia and in CIS.

The department team consists of experienced qualitative researchers with sociological, marketing and psychological background. Our advantage is deep experience (gained by us and our colleagues all over the world) that covers various products and services and is based on unique TNS techniques.