Consumer Behavior · Qualitative Research
Pesquisas Qualitativas
In-depth InterviewsFocus GroupsEthnography & ImmersionCo-creation & WorkshopsOnline CommunitiesJourney & Discovery
What is it?
Okiar's Qualitative Research explores motivations, perceptions, and the context behind consumer decisions. With in-depth interviews, focus groups, ethnography, communities, and co-creation workshops, we go beyond the “what” and reveal the “why” — with careful recruiting, well-designed guides, and structured analysis that turns into recommendation.
Numbers show what happens. Qual explains why — and what to do about it.
Who it is for
Marketing, product, innovation, CX, and strategy teams that need to understand motivations, test concepts in depth, or explore new territory before quantifying.
What we answer
- Why does the consumer decide the way they do?
- How do they perceive my brand, product, or concept?
- Which needs and pains are still unmet?
- How do I deepen a quantitative result?
Benefits and results
What you take to your business
Uncover deep motivations and barriers
Explore territories and hypotheses before quantifying
Test concepts, messages, and prototypes in depth
Give voice and context to the numbers
Leave with direction, not just transcripts
What we deliver
Recruiting and screening of the right audience
Guides and stimuli designed for the objective
Moderation by experienced researchers
Thematic analysis and insight framework
Report with actionable recommendations (and video clips when applicable)
How it works
We start from your business question to choose the right technique (interviews, groups, ethnography, communities, or workshops), recruit the audience, run it, and analyze with rigor — delivering direction, not just an account.
Formats: In-person or online. Ad hoc, or combined with quant (hybrid).
We answer business questions by giving consumers a voice. Cutting out guesswork and using methods grounded in scientific evidence.
Brands that trusted Okiar to answer their business questions
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What challenge can we help you with today?
Request your quote and transform your business based on data. With tailor-made solutions, our team will help you turn information into strategies that make a difference.