{"id":878,"date":"2019-05-18T15:44:29","date_gmt":"2019-05-18T13:44:29","guid":{"rendered":"https:\/\/qualitestag.ch\/?page_id=878"},"modified":"2026-08-28T14:44:26","modified_gmt":"2026-08-28T12:44:26","slug":"understand","status":"publish","type":"page","link":"https:\/\/qualitestag.ch\/en\/understand\/","title":{"rendered":"Understand"},"content":{"rendered":"\n<p class=\"has-large-font-size wp-block-paragraph\">Markets are made up of people.<br>And people are made up of experiences, expectations, and stories.<\/p>\n\n\n\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-8cdf065\" data-block-id=\"8cdf065\"><style>.stk-8cdf065 {height:80px !important;}@media screen and (max-width: 1023px){.stk-8cdf065 {height:50px !important;}}@media screen and (max-width: 767px){.stk-8cdf065 {height:30px !important;}}<\/style><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Understanding begins with storytelling<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Good market research doesn\u2019t just answer questions. It helps us understand how people see their world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why qualitative research doesn\u2019t start with methods, but with listening. We talk to people to understand how they make decisions, how they experience products, and what brands mean to them in their daily lives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our conversations provide an opportunity to explore perspectives that often go unnoticed in traditional surveys: people share how certain situations shape them, what moves them, and what they truly value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We listen attentively to these stories, interpret them within their context, and compare different experiences. This reveals patterns: needs, motivations, and decision-making logic that shape markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is what we mean by \u201cHuman Understanding\u201d\u2014an approach that combines insights from psychology, the social sciences, and behavioral research with the practice of qualitative market research.<\/p>\n\n\n\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-1b289da\" data-block-id=\"1b289da\"><style>.stk-1b289da {height:80px !important;}@media screen and (max-width: 1023px){.stk-1b289da {height:50px !important;}}@media screen and (max-width: 767px){.stk-1b289da {height:30px !important;}}<\/style><\/div>\n\n\n\n<div class=\"wp-block-stackable-columns alignfull stk-block-columns stk-block stk-f5a1543 stk-block-background stk--has-background-overlay\" data-block-id=\"f5a1543\"><style>.stk-f5a1543 {background-color:linear-gradient(90deg,rgb(0,47,108) 0%,rgb(90,175,200) 100%) !important;padding-top:40px !important;padding-right:40px !important;padding-bottom:40px !important;padding-left:40px !important;}.stk-f5a1543:before{background-image:linear-gradient(90deg,rgb(0,47,108) 0%,rgb(90,175,200) 100%) !important;}.stk-f5a1543-column{max-width:900px !important;min-width:auto !important;}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-f5a1543-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-0f5ed5f\" data-v=\"4\" data-block-id=\"0f5ed5f\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-0f5ed5f-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-0f5ed5f-inner-blocks\">\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-f4a3171\" data-block-id=\"f4a3171\"><style>.stk-f4a3171 {height:80px !important;}@media screen and (max-width: 1023px){.stk-f4a3171 {height:50px !important;}}@media screen and (max-width: 767px){.stk-f4a3171 {height:30px !important;}}<\/style><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: var(--base-3);\" class=\"stk-highlight\">Flying blind and wasted reach:<\/span><br><span style=\"color: var(--base-3);\" class=\"stk-highlight\">Knowledge is not the same as understanding<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"color: var(--base-3);\" class=\"stk-highlight\">Many organizations implicitly assume that they know their customers. They have market data, sales figures, CRM information, and customer contacts in sales.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"color: var(--base-3);\" class=\"stk-highlight\">This information creates a sense of security. This feeling is deceptive, because despite the abundance of data, there is a blind spot: Many companies do not know what truly drives their customers, how they make decisions, or what drivers and barriers shape their behavior.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"color: var(--base-3);\" class=\"stk-highlight\">When the true motives remain in the dark, the customer message often devolves into a generic one. Companies invest in campaigns but don\u2019t know if they\u2019re reaching their target audience on an emotional level. Or the customer journey remains a mystery because it can only be partially deciphered through superficial data points.<\/span><\/p>\n\n\n\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-6280644\" data-block-id=\"6280644\"><style>.stk-6280644 {height:80px !important;}@media screen and (max-width: 1023px){.stk-6280644 {height:50px !important;}}@media screen and (max-width: 767px){.stk-6280644 {height:30px !important;}}<\/style><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-0430216\" data-block-id=\"0430216\"><style>.stk-0430216 {height:80px !important;}@media screen and (max-width: 1023px){.stk-0430216 {height:50px !important;}}@media screen and (max-width: 767px){.stk-0430216 {height:30px !important;}}<\/style><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Understanding requires more than one method<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A single method is not enough to realistically capture human behavior.<br><br>Understanding requires combining insights from various disciplines, such as psychology, behavioral economics, neuromarketing, sociology, communication sciences, cultural studies, philosophy, and other approaches.<\/p>\n\n\n\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-361b950\" data-block-id=\"361b950\"><style>.stk-361b950 {height:80px !important;}@media screen and (max-width: 1023px){.stk-361b950 {height:50px !important;}}@media screen and (max-width: 767px){.stk-361b950 {height:30px !important;}}<\/style><\/div>\n\n\n\n<div class=\"wp-block-stackable-columns alignfull stk-block-columns stk-block stk-d4b102a stk-block-background stk--has-background-overlay\" data-block-id=\"d4b102a\"><style>.stk-d4b102a {background-color:var(--accent) !important;background-image:url(https:\/\/qualitestag.ch\/wp-content\/uploads\/Linien_neg_blau.png) !important;padding-top:40px !important;padding-right:40px !important;padding-bottom:40px !important;padding-left:40px !important;}.stk-d4b102a:before{background-color:var(--accent) !important;opacity:0 !important;}.stk-d4b102a-column{max-width:1400px !important;min-width:auto !important;}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-d4b102a-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-faff0ed\" data-v=\"4\" data-block-id=\"faff0ed\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-faff0ed-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-faff0ed-inner-blocks\">\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-2ede9c2\" data-block-id=\"2ede9c2\"><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-2ede9c2-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-dd75941\" data-v=\"4\" data-block-id=\"dd75941\"><style>.stk-dd75941-container{max-width:900px !important;min-width:auto !important;margin-right:auto !important;margin-left:auto !important;}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-dd75941-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-dd75941-inner-blocks\">\n<h2 class=\"wp-block-heading has-text-align-center\"><span style=\"color: var(--base-3);\" class=\"stk-highlight\">A broad spectrum of methods is necessary. This includes qualitative formats such as:<\/span><\/h2>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/qualitestag.ch\/wp-content\/uploads\/wordcloud_methoden_en-1.png\" alt=\"\" class=\"wp-image-926\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-1fd9c99\" data-block-id=\"1fd9c99\"><style>.stk-1fd9c99 {height:80px !important;}@media screen and (max-width: 1023px){.stk-1fd9c99 {height:50px !important;}}@media screen and (max-width: 767px){.stk-1fd9c99 {height:30px !important;}}<\/style><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Quantitative methods provide structure and comparability. Depending on the research question, they are conducted online, by mail, or by phone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We continuously review and refine our tools and methods. Yet they remain a means to an end. What matters most is our extensive experience, which enables us to bridge the gap between data and meaning so that you, as our client, can arrive at the desired insights.<\/p>\n\n\n\n<div class=\"wp-block-stackable-spacer stk-block-spacer stk--no-padding stk-block stk-de8baa4\" data-block-id=\"de8baa4\"><style>.stk-de8baa4 {height:80px !important;}@media screen and (max-width: 1023px){.stk-de8baa4 {height:50px !important;}}@media screen and (max-width: 767px){.stk-de8baa4 {height:30px !important;}}<\/style><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Markets are made up of people.And people are made up of experiences, expectations, and stories. Understanding begins with storytelling Good market research doesn\u2019t just answer questions. It helps us understand how people see their world. That\u2019s why qualitative research doesn\u2019t start with methods, but with listening. We talk to people to understand how they make &#8230; <a title=\"Understand\" class=\"read-more\" href=\"https:\/\/qualitestag.ch\/en\/understand\/\" aria-label=\"Read more about Understand\">Weiterlesen<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-878","page","type-page","status-publish"],"featured_image_urls_v2":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","gform-image-choice-sm":"","gform-image-choice-md":"","gform-image-choice-lg":""},"post_excerpt_stackable_v2":"<p>Markets are made up of people.And people are made up of experiences, expectations, and stories. Understanding begins with storytelling Good market research doesn\u2019t just answer questions. It helps us understand how people see their world. That\u2019s why qualitative research doesn\u2019t start with methods, but with listening. We talk to people to understand how they make decisions, how they experience products, and what brands mean to them in their daily lives. Our conversations provide an opportunity to explore perspectives that often go unnoticed in traditional surveys: people share how certain situations shape them, what moves them, and what they truly value.&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Michael Br\u00fctsch","url":"https:\/\/qualitestag.ch\/en\/author\/michael\/"},"comments_num_v2":"0 comments","_links":{"self":[{"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/pages\/878","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/comments?post=878"}],"version-history":[{"count":6,"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/pages\/878\/revisions"}],"predecessor-version":[{"id":968,"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/pages\/878\/revisions\/968"}],"wp:attachment":[{"href":"https:\/\/qualitestag.ch\/en\/wp-json\/wp\/v2\/media?parent=878"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}