15/12/2025 - Beyond like/dislike: the art of understanding everyday practices

Why qualitative methodology is key to understanding the experience of everyday products

At SYRESWe conduct qualitative studies on products deeply integrated into domestic routines, where the experience hinges on details often invisible in quantitative approaches. A recent study provides a good illustration of this.

Without mentioning the client, the product, or the results, we wish to highlight here the methodology which helps to secure innovation decisions based on sensitive sensory levers.

A methodology designed to reveal the implicit

For this type of topic, consumers rarely have a structured, spontaneous discourse. Qualitative methodology therefore becomes central.

The study was based on:

• des in-depth individual interviewsallowing for the exploration of actual uses and automated processes,
• another close observation of key moments in the experiencefrom the first contact until the end of use,
• des projective and sensory exercises to circumvent rational responses,
• role-playing and scenarios to bring out expectations, discomforts and rejection thresholds.

This approach allows us to go beyond "I like it / I don't like it" to understand what is acceptable, expected, or, on the contrary, disqualifying.

What qualitative aspects concretely bring

Thanks to this methodology, it becomes possible to:

• identify sensitive areas that consumers do not express spontaneously,
• to understand how a sensory element is interpreted (signal, evidence, doubt…),
• define usage and dosage rules rather than simple preferences,
• to secure R&D and innovation choices on dimensions with high credibility stakes.

In certain universes, the study notably shows that Excess can be more dangerous than absence — a point that is difficult to measure without a suitable qualitative device.

Our conviction at SYRES

The role of qualitative research is not merely exploratory. When designed with the right methodology, it becomes a a true decision-making toolcapable of translating lived experience into actionable lessons.

👉 If you are working on topics where perception, safety, sensory experience or product credibility are key, these approaches can make all the difference.