RESEARCH METHODS

Qualitative Research

The numbers can tell you what is happening. Qualitative research tells you why.

At Basis, we dig deeper to uncover the human stories that drive behavior, so you can create strategies that resonate and deliver real impact.

Great insights start with people

Quant explains behavior. Qualitative research reveals meaning. At Basis, we go beyond what people do to understand how they feel, what motivates them, and what gets in the way.

We listen closely, probe carefully, and bring structure to what can feel messy. Our job is to turn rich human stories into clarity your team can act on—whether you’re testing an idea, shaping a brand, or launching something new.

Uncover what really drives your customers

Where qual creates impact

Whether you’re exploring a new concept, refining your brand, or uncovering barriers in the customer journey, qualitative research gets you closer to the people who matter. We help clients apply it across:

Early-stage innovation
Brand and message development
Audience understanding and illustration
Customer experience strategy, including online behavior tracking and in-person shop-alongs

Wherever you need to understand the why behind the what, qual gives you the edge.

Built for flexibility

We match the method to the mission—whether that’s mobile diaries, online communities, co-creation workshops, or in-the-moment ethnography.

No two projects look the same, but they all lead to one thing: sharper decisions backed by deeper understanding.

Why Basis qualitative research?

We don’t follow a script. We build smart, flexible studies that reveal what your customers actually think, feel, and need—and help you do something about it.

Whether you’re at the idea stage or ready to validate, we design studies that meet your moment, and bring structure to the human chaos.

We tailor our methods to your target, your market, your challenge—not a pre-built playbook.

Our researchers don’t just collect quotes. They synthesize, push thinking, and turn insight into strategic direction.

Every project is led by experienced researchers who know how to listen, spot signals, and steer teams toward the insight that matters.

With researchers around the world, we bring deep cultural understanding and sharp local context to every conversation.

Featured
case studies

From brand transformations to breakthrough innovations, our clients use custom research and timely strategic insight to make smarter decisions and outpace the competition.

Avon