Qualitative research — define unmet customer needs

Get actionable insights about your customer needs, behavior, desires, purchasing preferences, and experience assessment

We are ready
to research

Qualitative research involves many different formats and methods, including in-depth interviews, observation, hidden buyers, user testing, and more. Each has a specific use but common aim - accessing relevant customer data for better business decisions.
01
User research
Explore how to improve the usability of an existing product. Increase conversion, retention, LTV and other metrics!
02
Employee experience
Define how to improve the experience of your staff to boost performance and empower your HR brand
03
Early market research
Launching a product or service? Validation of customer needs, decision criteria, barriers - which element will be crucial for your success?
04
Competitor intellegence
What strengths and weaknesses from a customer perspective do your competitors have?
05
Сustomer experience
What do customers think and feel about your business over the entire customer journey?

We will help you find answers

  • Product concept validation before development?
  • How to retain the best talents?
  • Looking for customer needs exploration?
  • How can I define buyer personas for a new product?
  • What strengths and weaknesses do your competitors have from a customer perspective?
  • How great is the customer experience with your product?
  • What product features are more desirable?
We are ready to discuss your project
Schedule a call or write email at bizdev@craftinnovations.global

Capabilities

  • International recruiting
  • C-level recruiting
  • Onsite / remote interviews
  • Multilingual native interviews

Methods

  • Eye-tracking devices
  • Usability laboratory
  • Hidden buyer

Qualitative research process timeline

Certain projects may not require each of the stages below. The necessity of each stage is always discussed at the “first touches” – calls and e-mails.
01First touch
  • 01First touch
  • 02Objectives definition
  • 03Strategy design
  • 04Gathering insights
  • 05Results evaluation
  • 06Decision making
  • First touch
  • Objectives definition
  • Strategy design
  • Gathering insights
  • Results evaluation
  • Decision making
  • First touch
  • Objectives definition
  • Strategy design
  • Gathering insights
  • Results evaluation
  • Decision making
01 — First touch

The goal is to understand what business goal you are trying to achieve and what methods will help you do this with the best value,  both in time and budget!

Time to deliver: On-demand
02 — Objectives definition

Kick-off meeting where we set up KPIs, synchronize expectations involving participants from both sides, create a timeline.
That way all parties have a clear vision of project execution.

Time to deliver: On-demand
03 — Strategy design

We create a detailed recruiting strategy, questionnaires, and tests questionnaries

Time to deliver: On-demand
04 — Gathering insights

Recruiting, coducting intervies, make transcrebations

Time to deliver: On-demand
05 — Results evaluation

Extraction of insights, customer persona creations, customer journey mapping, and other artifacts related to research

Time to deliver: On-demand
06 — Decision making

Our team will share with you the results and insights that result from the research, allowing you to make educated decisions.

Time to deliver: On-demand

Case studies

Customer research for ‘loyalty program’ design
Marketing kit design & website development
Design thinking workshop for school kids

Frequent questions about qualitative research

Why is it necessary to do qualititative research?
It significantly reduces the risks of making decisions that do not match customer needs and creating products that people won’t pay for.
What insights can I get after the qualitative research?
We use this method when we need to get insights about customer experience, behaviors, desires, decision triggers, pain points, or validate that the product concept is desirable for future clients.
When should I do the quantitative research?
In the product design process, you could use these methods to validate the needs or solution hypothesis, prioritize features, and choose the right pricing models.
Where do you get the respondents for research?
Depending on the purpose, we can use your existing customer/user base or do it through our respondent recruiting channels, based on defined criteria.
Do you recruit C-level for research?
Yes, we work with C/board member level clients worldwide.

Explore more insights

Craft Innovations has become one of the most reviewed B2B firms in Toronto
Craft Innovations has become one of the most recommended marketing agencies worldwide
User Research that drives businesses
How user research can help you make the right business decisions
11 Traps of Cognitive Biases in Product Design
How not to get trapped by your brain while making decisions in service or product development
Customer experience design for metaverse
What is a metaverse, and how brands and businesses can provide a quality customer experience there
Customer Satisfaction Score metric
When to use and how to calculate CSAT
7 best methods for ideation
Practical tools to boost the creativity of your next brainstorming session
Jobs theory – how people ‘hire’ and ‘fire’ products
What is Jobs-to-be-Done framework, and how to apply it in product development
5 metrics to measure customer experience
Key performance indicators to measure loyalty and customer experience
Craft Innovations has become one of the most reviewed B2B firms in Toronto
Craft Innovations has become one of the most recommended marketing agencies worldwide
User Research that drives businesses
How user research can help you make the right business decisions
11 Traps of Cognitive Biases in Product Design
How not to get trapped by your brain while making decisions in service or product development
Customer experience design for metaverse
What is a metaverse, and how brands and businesses can provide a quality customer experience there
Customer Satisfaction Score metric
When to use and how to calculate CSAT
7 best methods for ideation
Practical tools to boost the creativity of your next brainstorming session
Jobs theory – how people ‘hire’ and ‘fire’ products
What is Jobs-to-be-Done framework, and how to apply it in product development
5 metrics to measure customer experience
Key performance indicators to measure loyalty and customer experience