Qualitative methods are often used to gain insight into consumers’ behavior and to understand the underlying reasons and motivations. Qualitative methods help to uncover the thinking patterns that cause individuals to behave and act the way they do. Qualitative studies usually work with data that can be observed and described but not measured, hence data analysis is non-statistical. This method can also provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research.


  • Over 2000 FGDs during previous years
  • Over 1500 depth interviews and IHVs
  • Over 100 B2B and expert interviews

Added Values:
  • Expert in conducting teenagers/ kids paired and focus groups
  • Expert in recruitment of hard to find respondents
  • No step of qualitative researches is outsourced
  • Recording fresh data by taking notes simultaneously in spite of recording the sessions
  • Use of well-trained permanent researchers for all moderations
  • Use of well-trained transcribers and translators
  • Providing excellent and experienced simultaneous translators
  • The only agency that owns a data bank of over 100,000 consumers, collected randomly and updated regularly, to use for recruitment of respondents
  • Providing high quality viewing facilities in separate & isolated apartment designed and equipped for the sole use of qualitative studies

Qualitative researches done by Bazaarnegar over the past 20 years cover a variety of methods:
  • In-Depth Interviews (IDI)
  • Focus Group Discussions (FGD)
  • Mini Group Discussions (MGD)
  • Paired Interviews (PI)
  • Home Visits (HV)
  • Shop along (SA)
  • Ethnographic Research
  • Creative Groups