Qualitative Research Connect with your Customer

Our qualitative approaches bring your customer to life with storytelling and imagery by colorizing audience segments to represent a highly defined customer. We help create a common language that allows you to communicate the critical differences in the decision pathways across your customers.

Using various methodologies, we uncover the pain points and moments of truth in the journey to move customers steadily towards a stronger commitment to your brand. Our qualitative approaches give you a fresh perspective on what it’s really like to be a customer.

As a leader in immersive and ethnographic approaches that inform strategies for influencing behavioral changes, CMI takes pride in their 20+ years of qualitative experience in traditional as well as digital mediums both domestic and abroad.

Services & Methodologies

  • IDIs, Dyads & Triads
  • Diaries
  • Focus Groups
  • IDIs
  • Journey Mapping
  • Niche Audiences
  • Online Communities
  • Personas

Qualitative Research Related Sources

Fact Sheet: DecisionPathway™
Fact Sheet: DecisionPathway™

An overview on how to build a robust brand strategy using DecisionPathway™ .

Read more
Infographic: Why CX Matters
Infographic: Why CX Matters

Need to enhance your customer experience program? Learn what steps to take to make it happen.

Read more
Infographic: Money Matters
Infographic: Money Matters

CMI's 2022 Financial Health Survey Results - Understanding Money Habits of the Average American

Read more

Let’s talk about your Qualitative Research Needs

Let's Connect