08/05/2025 - Qualitative studies: to understand beyond words
Qualitative studies: to understand beyond words
Today, we're taking you behind the scenes at Syres, where consumers express themselves freely, and where every word, every emotion, every gesture tells a story.
In a world where numbers rule, it is essential to listen to what consumers have to say.
The qualitative studies allow us to deeply decipher perceptions, emotions and expectations. They highlight what statistics alone cannot reveal.
Concretely, how does this happen ?
🎯 Focus groups : rich and spontaneous exchanges where ideas circulate, sometimes clash, often complement each other.
🎯 Thematic sessions : targeted discussions around a specific subject, to explore perceptions and identify levers for action.
🎯 Individual interviews : confidential face-to-face meetings to bring out the most intimate and authentic feelings.
A space designed to free speech
To get honest feedback, you need to create a climate of trust. This is why we have imagined a immersive and caring space, reflecting the exchanges we want to encourage. Each participant must feel free to express themselves, without filter or judgment.
Understand, really
A successful qualitative study, it is above all a moment of authentic exchangeThis is where brands discover what makes their consumers tick, what holds them back, what touches them.
Because listening isn't just about hearing. It's about understanding. And at SYRES, that's our job.
