Qualitative Market Research That Reveals the “Why” Behind Decisions

Qualitative market research helps uncover how people think, feel, and behave, and why. At Schmidt Market Research, qualitative research is a core capability supported by experienced moderators, flexible methodologies, and end-to-end execution. We conduct in-person, virtual, telephone, and online qualitative research to explore attitudes, perceptions, motivations, and decision-making. Our team designs each study to fit the business question, participant type, and research context. From early exploration to feedback and validation, our qualitative approach delivers structured, actionable understanding across the product and customer lifecycle.

What Qualitative Market Research Helps you Understand

Qualitative research is especially effective for:

  • Exploring new or unfamiliar ideas and concepts

  • Understanding complex decision processes and relationships

  • Uncovering attitudes, perceptions, and emotional drivers

  • Addressing sensitive topics

  • Adding context and meaning to quantitative findings

What you gain through qualitative research:

What you Gain from Qual
methodologies

Full Range of Qualitative Methodologies

Schmidt offers a full range of qualitative methodologies and selects the right method based on the business challenge, not a one‑size‑fits‑all solution.

Our qualitative methods include:
  • In‑depth interviews
  • Focus groups
  • Discussion boards, diaries, and journals
  • Observational research and UX studies
  • Mystery shopping
  • Ideation sessions
  • Integrated qualitative and quantitative engagements
Research can be conducted:
  • In‑person
  • Telephone
  • Virtual (camera‑based)
  • Online (written, asynchronous)
Technology

Technology That Enhances Insight

Our technology is designed to improve the observation experience and extend access beyond the room.

Technology capabilities include:
  • Live streaming for in‑person sessions
  • Multiple viewing angles for enhanced observation
  • Close‑up views of speakers alongside full‑room perspectives
  • Screen sharing during interviews and UX sessions
  • Session recording with instant access to video and transcripts

AI is a tool, not a replacement, for experienced researchers.
Schmidt uses AI selectively and follows clear guiding principles:

  • Transparency and client consent
  • Quality assurance and trained staff
  • Data privacy and security standards consistent with all Schmidt operations
Our people remain the true value‑add.
Industry informed insight

Qualitative Expertise Across Key Industries

Our qualitative team brings deep experience across complex categories, including:

  • Financial services
  • Health care
  • Retail, hospitality, and entertainment
  • B2B markets
  • Power, energy, and utilities
This industry knowledge allows us to probe intelligently, interpret accurately, and deliver insight that resonates with stakeholders.
Recruitment

End‑to‑End Qualitative Recruiting Services

Strong qualitative insight starts with the right participants.

We provide full-service recruiting and study support, including:

  • Collaborative screener development
  • Telephone rescreening and articulation
  • Regional recruiting via the Pittsburgh Speaks proprietary panel
  • National B2B and B2C recruiting partners
  • Recruiting from proprietary client lists

Experienced Qualitative Moderators

The quality of qualitative research depends on the people leading it.

Schmidt’s qualitative studies are led by our team of experienced moderators who are:

  • RIVA or Burke-trained
  • Proficient across all qualitative methodologies
  • Skilled in virtual, online, in-person, and telephone research
  • Experienced working with participants ranging from C‑suite executives to consumers, teens, and specialized audiences
  • Able to provide continuity across multi‑phase quantitative and qualitative programs
We also partner with moderators who specialize in diverse audiences and cultural contexts when needed.
In-Person Research Facility

In-Person Qualitative Research Facility

Schmidt operates a fully supported qualitative research facility in Pittsburgh’s North Hills.

Facility highlights include:
  • Dedicated focus group and interview rooms
  • Separate participant waiting areas
  • Observation suites with live-streaming capabilities
  • Multiple viewing modes that go beyond the traditional one‑way mirror
  • Flexible room configurations for groups, workshops, and interviews
  • On‑site amenities, technology, and support staff
Our observation technology provides enhanced viewing of participant interactions, body language, and in‑session materials.
Learn more about our in-person facility

Meet Our Qualitative Moderators

Behind every conversation is a moderator who knows how to listen, adapt, and uncover what matters most. Our team brings a range of backgrounds and perspectives, but a shared focus on creating environments where people feel comfortable opening up and where insights go beyond surface-level answers.

Jennifer McDonald – DiGiacomo

Jennifer McDonald – DiGiacomo

“I began my research career as a telephone interviewer for quantitative surveys, completing hundreds of interviews built around Likert and NPS scales. It didn’t take long for me to realize that while numbers mattered, what really fascinated me was the “why” behind responses. That curiosity led me to qualitative research.

Today, I lead qualitative research at Schmidt, guiding projects from recruit to report with a thoughtful, flexible approach. Drawing on my background in child psychology and real-world experience, I create an environment where people of all ages, from kids and teens to C-suite executives, feel comfortable opening up.

Part moderator, part chaos coordinator, I bring energy, adaptability, and a steady hand to every project, keeping conversations engaging, productive, and insightful.”

Gina Garofalo

Gina Garofalo

“I’m the person who stands behind you in the check-out line and, before you get to the register, I’ve struck up a conversation and found something or someone we have in common. In Pittsburgh, we call that “nebby”, being curious and inquisitive. I believe everyone has a story to tell, and I genuinely love hearing those stories.

My path to research wasn’t linear. Early in my career, I was a probation officer, where I learned how approach and tone vary depending on who you’re interviewing. Later, I facilitated groups for teens with addictions, gaining hands-on experience managing group dynamics. I then spent a decade leading marketing functions across financial services, nonprofit, and healthcare organizations, giving me firsthand insight into what clients are trying to achieve.

At Schmidt, I was originally hired to lead business development, but my passion for drawing out insights and connecting the dots naturally led me to build and lead the qualitative practice. Today, I focus on helping clients navigate complex topics and translate conversations into insights that support critical decisions.”

Harrison Rosenberger

Harrison Rosenberger

“I began my career at Schmidt focused on quantitative research, gaining experience across a wide range of methodologies, including brand tracking and voice of the customer studies. As our qualitative practice grew, I became increasingly involved in analyzing transcripts from focus groups and in-depth interviews. What started as support work quickly developed into a deeper interest in qualitative research.

Outside of work, I’m active in the local community theater scene. Performing on stage and moderating share a lot in common, reading the room, listening closely, and sometimes improvising. That experience strengthens my ability to engage participants, guide discussions, and create space for authentic conversation.

With nearly a decade at Schmidt, I bring a well-rounded perspective across both qualitative and quantitative research, allowing me to approach challenges with empathy and flexibility.”

Imre Varga

Imre Varga

“I am a market researcher with more than 20 years of experience spanning qualitative, quantitative, and insight community methodologies. With a strong foundation in marketing, I focus on translating complex business challenges into research strategies that deliver clear, actionable recommendations.

My experience includes product development, advertising, and communications research, helping clients uncover insights that inform brand strategy, optimize messaging, and support innovation. I take a pragmatic, client-focused approach, always connecting findings back to real-world impact.

Outside of work, I’m an avid chess player and a Scout leader with the Hungarian Scout Association. Both involve strategic thinking, patience, and facilitating group dynamics, skills that directly inform my approach to moderating.”

icon

Stronger qualitative insights start with experienced moderators.

Emily Moquin

Emily Moquin

“My moderating experience began in my early days at Heinz, where I ran a program called ‘Calling All Tastebuds’ to explore attitudes and behaviors related to food preferences. That work sparked an ongoing fascination with how and why people think the way they do.

As a moderator, I draw on that curiosity (and my RIVA training) to create a space where participants feel comfortable sharing openly. My go-to probe, “tell me more about that”, is never far behind when I uncover something interesting.

At Schmidt, I design and execute both qualitative and quantitative research, pairing the what with the why to help business leaders identify opportunities for strategic growth.”

Why Work With Schmidt Market Research

Clients partner with Schmidt Market Research for:

  • Experienced qualitative leadership: Trained moderators and researchers with experience across industries, methods, and participant types.

  • Flexible qualitative approaches: In-person, virtual, telephone, and online methods designed around the research objective.

  • Integrated recruiting and execution: End-to-end recruiting, hosting, observation, and incentive management in one place.

  • Continuity across research phases: Alignment across qualitative and quantitative work, including multi-phase studies.

  • A purpose-built research facility: Access to our in-person research facility and supporting technology, backed by experienced researchers who lead interpretation and insight.

Have a decision to make? Talk with a qualitative expert about your business decision.

Jennifer DiGiacomo, Qualitative Team Lead | Schmidt Market Research

Contact our Qualitative Team Lead to learn more:

Jennifer DiGiacomo 
Qualitative Team Lead
JDiGiacomo@schmidtmr.com

Or submit a request for more information.

Frequently Asked Questions About Qualitative Market Research

Qualitative market research is best used when organizations need to understand motivations, perceptions, behaviors, or emotional drivers behind decision‑making. It is particularly effective for exploring new ideas, complex processes, and situations where context, nuance, and human interaction matter.

Yes. Schmidt Market Research supports in‑person, virtual, telephone, and online qualitative methodologies. This flexibility allows each study to be designed around the business decision, audience, and environment, rather than a single research format.

Yes. Schmidt regularly designs integrated quantitative and qualitative engagements. This approach allows qualitative insight to add context and meaning to quantitative findings, supporting stronger validation and more confident business decisions.

Learn More About Our Full Range of Market Research Solutions

Quantitative Research

Qualitative
Research

Data Science & Advanced Analytics

Research Communities

Recruiting
Services

Telephone
Interviewing