Trendscope Qualitative methods
Qualitative research is particularly well-suited to discovering problems, causes and motives, developing ideas and finding solutions. Qualitative techniques often serve as a valuable accompaniment to quantitative surveys and analyses.
When conducting qualitative research projects we find it essential to work with trained and experienced interviewers and moderators.
In-depth interviews:
Attitudes, motivations and emotions are explored in a one-on-one discussion. Depending on the topic, the interview may be pre-structured to some extent using an interview guideline. Unlike quantitative surveys, the confiding atmosphere and use of projective techniques and skilful follow-up queries enables hidden and subconscious motive structures to be revealed.
Group discussions / focus groups
A moderated discussion with 8 to 10 participants (having common interests or characteristics) is organised to reveal collective attitudes and judgments. This approach provides insight into opinion formation, group dynamics and psychological processes in which, for example, consumers perceive and evaluate product concepts or advertising activities. You can also profit from the respondents’ creative potential.
Creative workshops
These workshops are employed to creatively solve problems and develop product and service concepts by generating ideas in a moderated team environment. We start by using creative techniques to gather ideas, then we structure, evaluate and prioritise the ideas, and jointly plan for their implementation.
Biotic research | Live checks
Trendscope’s “live check” is a qualitative research concept designed especially for environments like hotels, restaurants, theme parks etc. We reveal strengths, weaknesses and shortcomings concerning visitor areas (layout of rooms, available uses) and promotions. Live checks consist of two successive phases: Observing participants and conducting spontaneous interviews and subsequent in-depth interviews.
Mystery checks
The timely assessment and optimisation of service quality can mean the difference between success and failure. Together we develop a tailored mystery test programme to professionally and discreetly analyse the service quality at your organisation. From simple assistance to complex customer service situations, we investigate under realistic conditions, whether it’s in-person, via e-mail or on the phone.
Travel Diaries
Trendscope’s travel diaries represent an approach to qualitative research developed exclusively for the hospitality sector. By giving you valuable insight from a customer perspective into the direct experience of a trip or event, travel diaries confirm how to enhance your offerings to the needs of your target group. They can be conducted online or in traditional pencil & paper form, depending on the topic and target.
