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Qualitative Research

A magnifying glass over a group of stylised figures Stylised figures seated around a table for a focus group

Qualitative research is an excellent way to generate ideas and to understand what really happens in a buying situation: perceptions, barriers, reasons to buy, patterns of use. For qualitative work we have psychologists, researchers and moderators across Italy, plus a network of contacts with leading international research institutes for studies run abroad. We support our clients with:

  • In-depth interviews – IDI
  • Telephone in-depth interviews – TDI
  • Focus groups
  • Desk analysis

For Aton Research, a successful qualitative study comes out of close collaboration with the client at every stage. That starts with the discussion guide, which we build after agreeing the main objectives of the study with the client, and runs through recruitment and fieldwork materials to the final analysis report. To manage the whole process, Aton Research offers its clients:

  • Equipped facilities across Italy
  • Participant recruitment
  • Moderation of interviews and focus groups
  • Reports in Italian and English
  • Real-time listening to TDIs

We have also built up particular expertise in running in-depth research with professional audiences, such as doctors, pharmacists, senior managers and business owners, and self-employed professionals.