Qualitative Research


Qualitative research is a fundamental step in many strategic research plans. Whether testing the reaction to new brand positioning, discussing the attributes of a new snack food, or measuring the usability of a Web interface, qualitative research enables our clients to spend time with their customers and gain a firmer grasp on the context behind their attitudes and preferences.

Frank N. Magid Associates conducts qualitative research to understand critical consumer insights that inform concept development, product development, brand, marketing, and advertising strategies. Magid has applied qualitative capabilities to achieve strategic goals in a variety of industries, from consumer packaged goods, retail, and healthcare companies to all categories of media and entertainment. 

Our senior qualitative research analysts have Ph.D.s and Master’s degrees in anthropology, sociology, and strategic communications and demonstrate industry specific expertise in the unique needs, methodologies, and research applications of each industry. In addition, we have in-house multilingual analysts who understand the language and nuances of different cultures and ethnicities. Our skilled analysts understand how to optimize qualitative insights to make respondents "come to life," to flesh out the details, and to get answers to challenging questions.


Magid implements traditional, innovative, and hybrid qualitative methodologies. We continue to hone our qualitative research capabilities based on the varying needs of different industries, as well as the ongoing development of new qualitative research technologies.

Our methodologies include:

  • Focus Groups
  • Dyads & Triads
  • Shop-Alongs
  • Deprivation Groups
  • One-On-One Interviews
  • Instant-STUDIO/Dial-Testing
  • In-Home Ethnographies
  • Media Clinics/Hands-On Groups
  • Bulletin Board Discussions
  • Wii Parties
  • Courtroom Qualitative Research
  • Smart Home Environment
  • Packaging & Merchandising Research