Qualitative Research

Our research informs the development of a framework that includes; journey phases, experience trajectory, customer feelings, thoughts and engagement levels. We outline key touch-points that influence a consumer’s experience when interacting with a product or service. Our Consumer Journey Mapping outputs including pain points and wins across the consumer & occasions journey, isolating decision-making influences, emotions, potential drop-off points, touchpoints, and providing considerations for purchase drivers and overall consumer engagement.

Ethnographic research uses observation and other tools (such as interviews and informal conversations) to understand people in their contexts, including workplaces, homes, and retail environments. Environics Research uses ethnography to help clients gain deeper insight into their audiences and ultimately achieve their goals, whether it’s marketing a new product or improving user experience.  By immersing yourself in your customers’ contexts and experiences, you can see how people’s attitudes and preferences play out in the real world through behaviour. 

Our focus groups generate strong and reliable research insights that help you make better decisions and act with creativity and confidence. They allow you to drill deep into key issues and observe interactions between group members who may agree or disagree on topics related to your brand. They allow you to gauge not only what people think and why, but also the extent to which they hold these views.

By incorporating In-Depth Interviews (IDIs) into research strategies, Environics enables a deep understanding of stakeholder perspectives to support informed decision-making. Applications can include reputation studies, communications planning, B2B engagements, survey design and exploratory research projects.

Integrating in-person observation into your research strategy goes beyond self-reported data to generate nuanced understanding of behaviours, social dynamics and how people navigate decisions in space and time. This can help you tailor marketing or communications strategies effectively, optimize the design of products and spaces and enhance audience and user experiences.

Online discussion boards offer a versatile and efficient way to engage with targeted audiences, enabling researchers to gather diverse perspectives, generate insights and make informed decisions. Offering participants convenience and anonymity, these research tools can invite exceptionally candid and detailed discussions from participants about their lives, perspectives and experiences.

Our clients regularly come to us seeking insights from unique and specialized audiences. Examples include healthcare professionals, financial advisors, high net worth individuals, new Canadians, Indigenous people, people with disabilities, patients with specific health conditions and government or business decision-makers. We may also be asked to recruit research participants according to their attitudes, behaviours or underlying social values, rather than their demographics or professional roles.