Group-57-4 Qualitative Research
Evidence-Led Audience Insight

Qualitative Research

BrandSpeak delivers B2C and B2B qualitative research in the UK and globally, uncovering how and why people think, feel and behave the way they do. Our insights create successful, customer-centred brands.

What Is Qualitative Research?

Qualitative research explores how and why people think, feel and react to brands as they do by using open, conversational and observational methods such as focus groups, depth interviews, online communities and ethnography.
Qual identifies the rational and emotional criteria shaping consumer attitude and response, based on a detailed understanding of their underlying needs, capabilities, perceptions and motivations.
It can also pinpoint the role played by deeper contextual factors—including social, cultural and environmental influences—in shaping those criteria.
Qualitative research provides the depth of human insight required to create relevant, meaningful and differentiated brands.

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The Benefits of Qualitative Research

Namemegaphone Qualitative Research

Direct Exposure To Real Customer Voices

Qualitative research immerses organisations in the language, emotions and lived experiences of their customers. This first-hand exposure builds empathy, deepens understanding and creates shared insight that inspires stronger thinking across brand, marketing and innovation teams.

Namescale Qualitative Research

A Counterbalance To Internal Assumptions

Qualitative insight challenges internal narratives by revealing where organisational beliefs diverge from audience reality. It surfaces blind spots, corrects misalignment and prevents teams pursuing directions that lack consumer relevance, ensuring decisions stay anchored to genuine customer needs rather than internal preference or optimism.

Namelightbulb Qualitative Research

A Catalyst For Creative Problem-Solving

Exploratory dialogue and co-creative interaction spark fresh thinking and new angles on brand challenges. By drawing on diverse participant perspectives, qualitative research uncovers opportunities and stimulates more imaginative, audience-centred solutions.

Nameusers Qualitative Research

Enhanced Stakeholder Alignment

Hearing real customer reactions creates a shared understanding across teams, reducing subjective debate and accelerating decision-making. Qualitative insight brings stakeholders onto the same page, strengthening alignment and increasing confidence in the strategic direction chosen.

Qualitative Research Methods

Qualitative Research Services

BrandSpeak provides qualitative services designed to deepen audience understanding and support clearer decisions in the development of brands and propositions, communications and customer experiences.

Frequently Asked Questions

Find answers to common questions about our Qualitative research.

How to Get Your Insights

We support qualitative research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

BrandSpeak in Numbers

A quick snapshot of the scale and experience we bring to every project.

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Focus Groups

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Years

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Quantitative Studies

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International Markets

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Survey Participants

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Languages Covered in Global Research

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Depth Interviews

BrandSpeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

BrandSpeak Blogs

Client Feedback

We partner with ambitious clients and capture their stories.

Logos-9-1 Qualitative Research

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them. 

Lauren Williams

Logos-38 Qualitative Research

Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

Toaster_Blue Qualitative Research

It’s been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend! 

Zanya Fahy

Logos-14 Qualitative Research

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!

Tom Green

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

Tonnjes_Blue Qualitative Research

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can’t thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly… a heartfelt thanks.

DLKW

Work with BrandSpeak

With offices across major cities we provide global reach with local expertise.

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec West, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF