Qualitative researches aim to find out about the dynamics and motivations that lay deeper. They do not necessarily yield numeric results that are statistically meaningful. Various disciplines such as psychology, sociology, social anthropology, semiology are involved in the analyses of the findings. One has to have a judgement ability, intellectuality and flexibility.

Qualitative Research Methods that we employ :

Empathic / Ethnographic researches; Ethnographic researches help to find out about lifestyles, consumption patterns, rituals, living space, daily life and cultural level of a specific person or group of people, by spending as much time as possible together with them and by observing their natural environment. It is also possible to employ psychology, social anthropology and semiology methods all together. This research method helps us to observe all that are said and unsaid, that are on the surface or deep down, that are in one’s awareness or not. It delves into the deep and the subconscious, rather than obtaining learnt and reflexive answers. The process and the moment run together.
In-depth Interviews: Also named as one-to-one interviews, in-depth interviews do not have a standard modguide or a pattern and are conducted with one, at most two people.

Focus Groups: These meetings host 6 to 8 people who represent the target consumer profile and are conducted by a moderator. They do not have a solid pattern but rather, they tend to be 1-2 hour discussions around a predetermined subject and has a certain sequence.

Observations: Target consumers are observed in their natural environment (such as, while shopping, communicating and etc.), without manipulating their actions.

Projective techniques that we apply during qualitative surveys:
  • Pictured dialogues
  • Collage
  • Semiology
  • Personification
  • Sentence completing
  • Erickson coaching
  • Transactional analysis
Photograph: Nurhan Keeler Milan Design Fair 2008
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