Qualitative Market Research That Reveals the “Why” Behind Decisions
What Qualitative Market Research Helps you Understand
Qualitative research is especially effective for:
What you gain through qualitative research:
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.
- In‑depth interviews
- Focus groups
- Discussion boards, diaries, and journals
- Observational research and UX studies
- Mystery shopping
- Ideation sessions
- Integrated qualitative and quantitative engagements
- In‑person
- Telephone
- Virtual (camera‑based)
- Online (written, asynchronous)
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
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
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
In-Person Qualitative Research Facility
Schmidt operates a fully supported qualitative research facility in Pittsburgh’s North Hills.
- 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
Technology That Enhances Insight
Our technology is designed to improve the observation experience and extend access beyond the room.
- 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
Why Work With Schmidt Market Research
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Experienced qualitative leadership: Trained moderators and researchers with experience across industries, methods, and participant types.
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Flexible qualitative approaches: In-person, virtual, telephone, and online methods designed around the research objective.
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Integrated recruiting and execution: End-to-end recruiting, hosting, observation, and incentive management in one place.
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Continuity across research phases: Alignment across qualitative and quantitative work, including multi-phase studies.
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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.
Contact our Qualitative Team Lead to learn more:
Jennifer DiGiacomo
Qualitative Team Lead
JDiGiacomo@schmidtmr.com
Or submit a request for more information.