Insightful, Actionable Market Research

Enquiries : 01455 203 198

Market Research Services

Obtaining real insight is much more than just asking a few questions, it involves deploying a range of specialist tools and techniques to uncover the truth. As market research experts, we’ll guide you on which methods will best suit your audience and get you the answers you need for your business

Qualitative Market Research Birmingham

Qualitative Research

We specialise in providing both quantitative and qualitative research across Birmingham and beyond. If you’re Midlands based, we’re on the doorstep. We’re close to Leicestershire, Northamptonshire, Warwickshire, and Birmingham (blessed with several good focus group venues), yet we travel far and wide. So if you need advice on any of the following services, why not give us a call:

Our Role

At added insight, our job as experienced marketing research consultants is to recommend the best and most practical approach to ensure:

  • the right people are recruited and happy to take part
  • appropriate interview methods are used
  • the best questions are asked in the right way
  • findings are interpreted correctly
  • you obtain the direction and insight you need

Qualitative Research

This is our true area of specialism and we are highly skilled in:

  • focus group moderation
  • workshops and co-creation
  • deep-dive interviews
  • telephone depths
  • online qualitative techniques

Quantitative Research

Should a project require a quantitative approach, added insight are also experienced in:

  • telephone interviewing
  • online surveys

What is Qualitative Research?

When people think of marketing research they often imagine large opinion polls asking them to tick boxes and give scores out of 10. This kind of research aims to 'map the population', often taking the form of an online questionnaire or telephone survey. It’s known as quantitative research, typically leading to high level statistics showing how many people said this or that.

Qualitative research is more about 'mapping the mind'. It involves speaking to smaller numbers of people in much more depth, often on a one-to-one or focus group basis. It’s aimed at understanding not how many people have a certain opinion, but why. It taps into deeper thoughts and feelings rather than top of mind rational answers. Typical output takes the form of key insights, illustrative comments, and strategic recommendations.

It is hugely valuable as a way of really understanding customer needs, buying decisions, barriers to purchase, feelings about a brand and a host of other complex issues. It uses a range of specialist techniques to elicit thoughts and emotions people may need help in articulating or not want to admit.

Some projects require both elements, and qualitative market research can act as a useful supplement or precursor to a more extensive study, but is often used successfully in isolation. We are happy to advise which method is best suited to your needs.



a. Ability to see the inner character,

true nature or underlying truth

b. Deep and clear perception,

through intuitive understanding