Qualitative research
Qualitative and psychological market research is concerned with consumer motivation. It delivers a perspective on the consumer view of the world which quantitative data alone cannot reveal. GfK’s qualitative market research goes well beyond a simple behavioral description to an explanation of the causes of certain behavior patterns and to identification of wishes and desires of which consumers may sometimes only be sub-consciously aware.
GfK Marktforschung
Barbara Primas
+49/ (0)911/ 395-3071
barbara.primas@gfk.com