Qualitative Research
Services > Qualitative Research

Qualitative Research

Uncover deeper motivations and gain a holistic understanding of your customer.

Great qualitative research begins and ends with putting empathy to work. That’s why our experts focus on people over products, tapping into a diversity of viewpoints and candid conversations to find the hidden patterns that explain consumer motivations. We’ll gather influencers around a campfire or shop alongside rowdy groups of teens– whatever it takes to capture your audience in their element. Whether we’re in New York, Mexico City or Munich, we connect with people and tell their stories in a way that fosters empathy, fuels strategic plans, and inspires new ways of thinking.

Our Qualitative Research Case Studies

Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.

Uber

Case Studies

Uber


We continue to help Uber build and refine their international brand strategy and remain a category disruptor.

Case Studies

Facebook


From Manila to London, we help Facebook with their most pressing Communications and Brand Strategy challenges.

Case Studies

TOMS


As TOMS has grown, we’ve been there to help them stay true to the brand, true to the customer and true to the mission.

Case Studies

Target


An updated brand positioning to re-establish Target as the leader of chic, affordable style.

Our Approach

No two projects or needs are alike. Kelton understands this and treats every project as an objective, one-of-a-kind enterprise, choosing methodologies that best serve each client’s distinctive goals.

Online Smart Communities


Gather valuable insights from customers across all walks of life with our qualitative SmartCommunity platform.

Focus Groups


Foster authentic connections with a holistic understanding of your customer.

Ethnographic Market Research


Use ethnographic interviews to uncover insights that drive authentic connections and future-focused strategy.

In Depth Interviews


Curious what your stakeholders and customers are really thinking? Our expert interviewers uncover insights that drive authentic connections and future-focused strategy.

Digital Diaries


Leverage the power of video to get a real-time glimpse of shoppers’ relationship with your brand.

Co-Creation Sessions


Inspire innovative new ideas and get closer to what your customers want by letting them play a role in the creative process.

Online Smart Communities

Gather valuable insights from customers across all walks of life with our qualitative SmartCommunity platform.

Learn More

Focus Groups

Foster authentic connections with a holistic understanding of your customer.

Learn More

Ethnographic Market Research

Use ethnographic interviews to uncover insights that drive authentic connections and future-focused strategy.

Learn More

In Depth Interviews

Curious what your stakeholders and customers are really thinking? Our expert interviewers uncover insights that drive authentic connections and future-focused strategy.

Learn More

Digital Diaries

Leverage the power of video to get a real-time glimpse of shoppers’ relationship with your brand.

Learn More

Co-Creation Sessions

Inspire innovative new ideas and get closer to what your customers want by letting them play a role in the creative process.

Learn More

Perspectives

Qualitative Research Methods: How qualitative market research can help your business


Qualitative research encompasses a broad range of market research techniques that companies can use to solve critical business challenges or inform new strategies for growth. Read on to learn more about five powerful qualitative research tools and how you can leverage them to drive change and make informed strategic decisions:

Perspectives

Qualitative Consumer Insights


This is the stuff that really gets us out of bed in the morning – there are few tasks our staff enjoys more than helping clients identify, develop, and flesh out consumer ideas and turn them into new concepts, brand strategies, and innovations. It’s also an unparalleled way to help clients see the true value in working with us.

Perspectives

Correlation, Causation, and Qualitative Research


Arguments based on correlation are common, especially in the news, because they are easier to report, make arguments clearer, take up less space, and give power to quantitative data. At times, authors themselves are unaware of their error and of the difference between correlation and causation.

Perspectives

Co-Creation: Why Your Focus Groups with Collaging Don’t Count


This first installment in a three-part series from Kelton's Amy Snow explores the foundation of the co-creation technique, and how brands can use it to drive innovation.

Perspectives

10 Lessons from Journalism: How to Use Storytelling for Business


Discover how to improve your presentations with Storytelling.

How We’re Different

The essence of the Kelton brand comes through best in the people who are on the front lines. We’re not just number crunchers; we are botanists and baseball fans, giggly animal lovers and homebrew geeks, and, yes– data heads, creatives and sociologists who choose the right tools, resources and experiences to meet each client challenge.

Inspiring Authentic Moments


The creative exercises we direct, the environments we choose, and the technologies we use are all designed to foster candid interactions. But in the end, it’s our researchers’ abilities that makes insights truly unfold.

All About Context


People are complicated. Cultures are highly variable. Different industries carry different nuances. We leverage all three frames of reference in our qualitative work because often, it’s the context surrounding the answer that delivers the true insight.

Equal Parts Creativity and Business Savvy


We’re able to ideate while keeping two feet firmly planted on the ground. Every member of our qualitative team is a hybrid researcher-strategist, trained to ensure that creative sparks always drive business results.

Multi Method Masters


Projects end well because they start well. After discussion with your team and ours, an Engagement Lead is assigned to each case as chief project strategist to ensure qualitative work blends seamlessly with data, brand development, and marketing strategy.

Inspiring Authentic Moments

The creative exercises we direct, the environments we choose, and the technologies we use are all designed to foster candid interactions. But in the end, it’s our researchers’ abilities that makes insights truly unfold.

All About Context

People are complicated. Cultures are highly variable. Different industries carry different nuances. We leverage all three frames of reference in our qualitative work because often, it’s the context surrounding the answer that delivers the true insight.

Equal Parts Creativity and Business Savvy

We’re able to ideate while keeping two feet firmly planted on the ground. Every member of our qualitative team is a hybrid researcher-strategist, trained to ensure that creative sparks always drive business results.

Multi Method Masters

Projects end well because they start well. After discussion with your team and ours, an Engagement Lead is assigned to each case as chief project strategist to ensure qualitative work blends seamlessly with data, brand development, and marketing strategy.