Qualitative research

Qualitative research help to identify the motives of consumers' behavior (sometimes hidden), its installation and expectations when choosing products, purchasing. Such studies are of a non-standardized nature and are applied at the stage of Client's orientation in the market environment.

The information obtained allows us to put forward more grounded hypotheses about the characteristics of consumer behavior, the cause-effect relationships and the procedural characteristics of this behavior.

Tasks solved with the help of qualitative research: 

  • Study consumers' opinions when improving existing products and developing new ones, as well as to increase the productivity of the advertising company.
  • Investigation of the image of companies, brands in the eyes of customers.
  • Evaluation of the quality of service in retail outlets and networks.
  • Examine the opinion of experts.

The advantage of a qualitative research method is the ability to analyze the behavior and motivation of consumers not only at the level of conscious, verbal responses of respondents, but also by studying the unconscious components of consumer behavior. For this, special techniques and projective techniques are used. 


  • In-depth interviews.
  • Focus groups and Peer groups.
  • Expert interviews.
  • Observations
  • Analysis of secondary data (Desk-research)
  • Testing of advertising, evaluation of the effectiveness of an advertising campaign


Countries: Ukraine, Poland, Czech Republic, Slovakia, Hungary, Romania, Georgia, Belarus, Russia, Kazakhstan

Analysts of Pro-Consulting will prepare an exclusive market research of the market specifically for you, taking into account all requirements and wishes. We have experience in preparing analytical and marketing research in more than 200 different market directions, both in Ukraine and in other countries (Russia, CIS, EU, USA). Contact us - and we will carry out your order qualitatively and promptly. Recomendations of the clients.


To order market analysis or another services, or to purchase a published project, please contact us via
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