Qualitative Techniques

Qualitative research is used to understand the underlying reasons behind people's opinions, the choices they make and their behaviour.

It is best suited to exploratory studies, tactical research and testing communications materials such as key messages and advertising.

It can also be used to identify and understand emerging trends and is a rich source of ideas for marketing and creative teams.

Qualitative research can be conducted at UMR offices or in the field. UMR researchers travel throughout Australia and New Zealand conducting qualitative research on behalf of clients.

UMR uses the full range of qualitative methodologies including:


  • Focus groups
  • In-depth interviews
  • Dyad and triad interviews
  • Mini-groups
  • Creativity workshops
  • Ideation groups
  • Email panels or bulletin boards
  • Online focus groups
  • Public or industry forums
  • Stakeholder workshops
  • Perception Analyser™

    • UMR has expertise in the use of a range of qualitative techniques and has fine-tuned them over many years. They include:

  • Analogies
  • Collage
  • Debate
  • Draw the User
  • Information playbacks
  • Laddering
  • Mind mapping
  • Party or family of brands
  • Perceptual Mapping
  • Personification
  • Picture decks
  • Photo sorts
  • Scenario interplays
  • Storytelling
  • Visualisation
  • Thought bubbles    Back
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