Qualitative Research
Understand your consumers better with Qualitative research.We use bespoke approaches to help uncover consumer truths & provide direction for future growth.
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Qualitative research

Great strategy starts with understanding consumers’ lives, their pain points, and aspirations. Our qualitative research provides direction and ‘aha moments’ that inform tactics for the future growth of your products.

As one of New Zealand’s leading qualitative research companies, we use bespoke approaches to help uncover consumer truths. This includes accompanied shops, focus groups, and in-depth interviews. We also run consumer immersion workshops with marketing and product development teams, to help them understand consumers’ lives and design products that meet those needs.

FMCG Qualitative Research

We specialise in qualitative research for fast-moving consumer goods (FMCG) and the consumers that buy them. We use a mix of focus groups and in-depth interviews to uncover your target buyers’ perceptions and opinions of your products.

We then take the data collected to present you with actionable insights that you can use to advance the development of your FMCG products. Our advanced approach to qualitative research can be tailored for your specific target buyers regardless of their specific demographics. In our over 20 years of experience, our team has worked with a range of FMCG product types, including, food and beverage, pharmaceuticals, and personal care products.

Focus groups

A focus group is a market research method we use to better understand your target buyer’s thoughts, opinions, and attitudes towards your existing products and product ideas so that we can advise you on how best to improve your sales and marketing strategies. Typically, a focus group is held with a small group of engaged buyers in a relaxed setting so that we can gain in-depth qualitative information that uncovers the best and most useful insights.


You can conduct countless hours of research into new product ideas but until you put them in front of actual consumers, you won’t get a full picture of the potential that your new product idea has. The Imagine Research Panel is made up of NZ consumers who love to review and critique new product ideas. Our members earn money sharing their views, by taking part in online surveys and other research activities so that we can provide our clients with in-depth insights. If you’re interested in contributing your ideas and opinions…

Immersion Workshop

We offer clients the ability to put their products through an immersion workshop. An immersion workshop is a learning process that involves doing a deep dive into your product ideas so that we can work together to come up with the best product strategies. After the immersion workshop, we will present to you valuable customer insights and will craft value propositions that you can use to develop new products that your target market wants to see come to market.

In-Depth Interviews

We are experts in using in-depth interviews of your target audience so that we can better understand what motivates and influences them to make purchasing decisions. Depending on your specific needs, we can interview consumers one-on-one or in a group setting to meet the objectives of your product research needs. After the interview process, you will have a much better understanding of what drives your target buyers to make a purchase and how you can take advantage of these insights in your product development strategies.
To convert qualitative research into actionable insights…