In-situ Qualitative Research Meet consumers where they live, work and play
A research venue can be a dangerous place to meet your consumer. Focus groups are recognised as one of the most rigorous qualitative research methodologies. Unfortunately in an emerging market like South Africa many consumer are intimidated by the experience of a formal research group. True insights and a deeper understanding can be gained by meeting consumers on their own turf. AG!LE’s in-situ qualitative research methodologies combine the benefits of on-the-ground consumer engagements with the rigour of more traditional techniques.