Qualitative research
Qualitative research is the set of techniques that study people’s motivations, perceptions and behaviour in depth, answering the why beyond the numbers.
When you need to understand why something happens, qualitative research is the tool. We apply it with the rigour required by academia and government.
What is it?
Qualitative research studies people’s motivations, perceptions and behaviour in depth through techniques such as focus groups and interviews. It answers the why that numbers cannot. We analyse it with reference software (MAXQDA and ATLAS.ti) to ensure traceability and rigour.
What is it for?
It helps you understand in depth how your audience thinks and feels, explore little-known topics, generate hypotheses or interpret quantitative results. It is essential when a decision hinges on nuances a survey cannot capture.
Techniques we apply
- Focus groups, in person and online.
- In-depth interviews with users, experts and stakeholders.
- Discourse and content analysis with software (MAXQDA and ATLAS.ti).
- Ethnographic techniques and observation.
Methodological rigour
We analyse data with MAXQDA and ATLAS.ti, the international reference tools, ensuring traceability, systematic coding and auditable results.
Selected experience
We have carried out qualitative research for governments and universities on sensitive topics, including health policy and social behaviour.
Qualitative techniques in detail
We choose the technique according to what we need to understand, and often combine several in one project.
- Focus groups: group dynamics to surface shared perceptions.
- In-depth interviews: the individual narrative, free of group influence.
- Expert and key-informant interviews.
- Ethnographic techniques and observation at the point of sale or use.
- Content and discourse analysis of existing materials.
Analysis with MAXQDA and ATLAS.ti
The difference between an interesting conversation and rigorous research lies in the analysis. We code the material with MAXQDA and ATLAS.ti, the two international reference tools for qualitative analysis (CAQDAS). This ensures every conclusion is traceable to its source, the analysis is systematic rather than impressionistic, and the work withstands review by a scientific committee or a demanding client. It is the standard required by academia and government.
Fields where we add value
We apply qualitative research both to business (product concept, brand, customer experience) and to social and health research. We have addressed sensitive, high-rigour topics such as the perception of health policy or social behaviour, where methodological quality is non-negotiable.
How we combine qualitative and quantitative
Qualitative and quantitative do not compete, they complement. A common sequence is to explore first with qualitative techniques to understand the problem and form hypotheses, then measure with a representative survey. It also works the other way: using qualitative work to interpret a surprising quantitative result. We design the combination that best fits your objective.
Deliverables: from verbatim to decision
A good qualitative study delivers an interpretation, not a transcript. Our report organises findings by theme, illustrates them with verbatims (literal participant quotes) that bring the analysis to life, and closes with actionable conclusions and recommendations. Where useful, we add discourse maps and diagrams that visually synthesise what was learned. The goal is for the decision-maker to understand not only what the audience thinks, but why, and what to do about it.
When to engage it
- To understand the reasons behind a buying behaviour.
- Before designing a survey, to define what to ask.
- When developing a new concept, brand or message.
- In social and health research requiring academic rigour.
Which questions it answers
- ? Why do customers choose (or reject) my brand?
- ? What motivations and barriers drive the decision?
- ? How does the audience perceive my proposition?
- ? Which attributes does the customer truly value?
Why ENET Consulting
We combine academic and institutional experience with professional software, so your results are rigorous and defensible.
Frequently asked questions
What software do you use for qualitative analysis?+
We work with MAXQDA and ATLAS.ti, the two international reference tools for qualitative analysis (CAQDAS), which bring traceability and rigour.
When is qualitative research better than a survey?+
When the goal is to understand motivations and experiences in depth, explore a little-known topic, or generate hypotheses that can later be measured.
Do you have experience in social and health research?+
Yes. We have developed qualitative studies for health authorities and university faculties on health, end-of-life and social behaviour.
How many groups or interviews do I need?+
It depends on audience heterogeneity and objectives. Qualitative research does not seek statistical representativeness but discourse saturation: we run as many groups or interviews as needed until no new ideas emerge.
Can groups be online?+
Yes. We run groups and interviews both in person and online, widening geographic reach and making it easier to gather hard-to-recruit profiles.
Need to understand the why behind what happens? Let’s talk about your project.
First consultation free and with no obligation.