To analyse the worlds of brands and products in depth, the superficial rationality must be weakened. Only using sophisticated techniques it is possible to obtain insight into the needs, purchasing motivations, attitudes and problems of respondents.
While quantitative survey methods try to have a representative-looking (for example, a target group) to meet, quality procedures try to answer the question of "why" and "how" , so making deeper insights into certain relationships possible.

The survey is done through group discussions and depth interviews. Here you not only get an insight into the motivation structure of the target group, but also learn a lot about rejection or existing defence mechanisms. This knowledge is particularly useful for product design and marketing. We apply projective methods (such as analogies, stories, product personifications), associative (eg. validated photo sorts, set additions, brainstorming,...), but also creative techniques (collages and role-playing games) to overcome the hurdles of linguistic description.

In-depth interviews and focus groups
Qualitative market research is at the heart of consumers emotions, attitudes and behaviour. Smaller sample sizes and various research techniques are applied to learn more about your consumers. The interviewing process consists not just from “question-and-answer” but from an interactive process which allows more flexibility and creativity to gain deeper insights.
In qualitative research it is more important to understand the consumer rather than to measure.

B2B market research
Research International has a rich experience in b2b-studies in various branches and sectors – from fast moving consumer goods, over to services and to industry.
Especially in b2b market research experience, professionalism and quality are key, both for recruitment and conduction of interviews.

Kids Research – Learning from kids
The children’s market is bigger than you might think: In Austria there are around 700.000 children from 6 to 12 years. Advertising to kids is not impossible to get right, but the chances of getting it completely wrong are higher than for other target groups. What is interesting and important to an adult is unlikely to be either to a child.
Market research dealing with children therefore must be different to market research with adults.
INFO Research International’s psychologically trained moderators and interviewers know what it takes to gain precious insights from kids and adapted their question technique according to the needs of this young target group.

Super Group™
SuperGroup™ is Research International’s idea and concept generation technique. It brings together creative consumers, outside experts, clients and our innovation specialists to create the freshest and most exciting new ideas. The principle behind SuperGroup™ is simple: consumers should be at the heart of idea generation, but they must be the right consumers.