At Fresh Solid Research, we use qualitative research to dig beneath the surface of consumer behaviour. While numbers tell you what is happening, qualitative insight explains why—revealing motivations, perceptions, and emotional drivers.

Whether you’re refining a product, exploring a new market, or testing communication, our qualitative approach provides the depth and context needed for confident decisions.

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What We Do

We tailor each study to your goals, applying behavioural science to go beyond what people say. Our expert moderators guide thoughtful conversations that uncover real motivations.

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Methods We Use

• In-depth Interviews – One-on-one sessions ideal for sensitive or complex topics

• Focus Groups – Interactive group discussions that explore shared and differing views

• Online Communities – Extended engagements capturing real-life feedback over time

• Ethnography – Observing real behaviour in natural environments (e.g. in-home or in-store)

• Diaries & Vox Pops – Personal video/audio insights captured in participants’ own words

 

From Insight to Action

We analyse transcripts, recordings, and interactions to identify patterns, key themes, and behaviour triggers. Then, we deliver:

• Visual reports with direct quotes

• Behaviour-based insights

• Clear recommendations for your strategy