Qualitative
Qualitative Methodologies
01
Focus groups
(FGDs)
Group of consumers
discuss about perceptions
and opinions about a
certain topic / product /
service, etc.
Useful in discovering rich
insights for topics that are
not as sensitive.
Group chemistry allows for
co-creation type
approaches.
02
In-depth
interviews
One-on-one approach
allows more flexible and
open probing depending on
respondents responses,
and allow business-related
issues to be discussed.
IDIs also offers
convenience on choice of
venue and timing, which
lends itself well to B2B
respondents, HNWIs, etc.
Less suitable for creative,
co-creation objectivs.
03
Ethnography
Comprehensive sessions
which combine observation
and interviews to generate
deep contextual
understanding.
While in home, researchers
strive to blend in with the
setting to observe, listen,
probe and use the
environment as stimulus for
conversation to uncover
insights.
Qualitative
04
Online
qualitative
A variety of online
qualitative tools, e.g. online
communities, mobile dairy,
online forum, providing
convenience to both
respondents and clients.
2
 Qualitative Experience across Intuits consultants

Some examples of work that our consultants have previously done across the world

Exploratory work
in emerging Concept testing among
markets (BRIC GERMANY
RUSSIA B2B respondents
and beyond) for FRANCE KOREA
technology clients JAPAN
Ideation work among
US ITALY
to understand CHINA youths/millennials
entry-level UAE
MEXICO INDIA Advertising testing in
consumer needs EGYPT THAILAND
PHILIPPINES low-tier cities in
and behaviour to MALAYSIA
uncover concept NIGERIA SINGAPORE emerging markets
Product concept KENYA
ideas
evaluation studies BRAZIL Home placement
spanning across INDONESIA
product evaluation
continents to AUS program
understand different
target segments
In-home ethnography
receptiveness towards
work to understand
different tech
NDUSTRIES COVERED: behaviour, needs and
concepts
aspirations of different
TECHNOLOGY FINANCE OTHERS
target segments
 Recent
Evaluation for a Mutual Fund Company Hong Kong and Malaysia Qualitative
Project

Client: International Asset Management Company

Objective
:
The asset management company would like to develop a consistent set of
key visuals for their fund brochures. They would like to understand
consumers preference on brochure designs as well as to evaluate their
set of key visuals.

Approach:
Qualitative research

3 FGDs among client and competitor fund investors

6 in-depth interviews among bank RMs and agents

4
 Recent
Deep Dive into Gamers Japan and Korea Qualitative
Project

Client: Global Technology Company

Objective
: brand in hardware and devices is planning to expand its market
A global
by selling gaming focused devices. They already launched a series of
marketing campaigns to promote PC gaming in mature markets such as
Japan and Korea.

In addition to existing quantitative data, they would like to understand

more about the behavior and mindset of gamers in these two markets via
Qualitative research.

A main objective is to understand the dynamics behind game play on

different devices, i.e. mobile, PC, console and others.
Approach:
Qualitative research

n=20-30 in-depth interviews among gamers of various platforms

(PC, mobile, console) in Japan and Korea

5
 Recent
Exploring Attitude Towards MPF Investment Qualitative
Project

Client: MPF (Mandatory Provident Fund*) Trustee

Objective
:
A quantitative research has been commissioned to understand brand
health measures vis--vis competition, as well as to deep dive into drivers
of satisfaction at different parts of the customer journey in dealing with
MPF. A qualitative module has been conducted to provide inputs for
questionnaire design as well as to obtain a brief understanding of
consumers involvement into the category.

Approach:
Qualitative research

n=6 in-depth interviews among employees of different life stages

n=7 in-depth interviews among employers using different MPF

trustees

*MPF is the name of Hong Kongs mandatory employee 6

pension system
Understanding Parents Needs and Preferences for Intl Sc Recent
Qualitative
hools Project
A new American International School to be opened in
Client: Hong Kong

Objective
:
A new American international school is set to open in Hong Kong in 2017.
Qualitative research is called for to provide input into their brand
strategy:
Understand international school selection criteria and consideration
factors
Deep dive into parents journey in selecting an international school
Understand perception of various key international schools in HK
Evaluate concepts for a new American international school and USPs

Approach:
Qualitative research 3 FGDs among local, expat and mainland
parents

Analyzing different target groups preferences and needs towards intl

schools

7
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Level 30, Singapore Land Tower, 50 Raffles Place, Singapore
www.intuit-research.com

Thomas Isaac Marc de Lange Ajit Rodrigues

thomas.isaac@intuit-research.com marc.de.lange@intuit-research.com ajit.rodrigues@intuit-research.com
+852 6052 7740 +852 9770 7034 +65 9457 1340