We conduct qualitative research across different sectors of the economy – FMCG, Technology, Automobile, Real estate, Education, Oil and gas, Fashion, Financial sector – to ensure our clients gain deep knowledge of their consumers and markets. We provide insights and recommendations that are easily adaptive to your business.

Using qualitative approaches that are designed to provide you with actionable insights for your business, we have successfully executed the following studies and more:

  • Customer experience
  • Product development
  • Communication test
  • Corporation reputation
  • Service quality
  • Usage and attitude
  • Value chain development and management
  • Brand evaluation

These qualitative studies are conducted by adopting carefully selected qualitative research framework like:

  • Focus group discussion (FGD)
  • In-depth interviews / expert interviews (IDI)
  • Cognitive interviews
  • Consumer immersion / Ethnography
  • Shop-a-long
  • Observation

At BanahGrace, qualitative studies are conducted with core research ethics imbued in our values as we comply with global research standards. Our transparency and expertise ensure clients and respondents are confident and willing to share their authentic stories with us.

Wondering when to engage us for a qualitative study, below are some instances:

“When your innate desire is to explore or gain a deep understanding of your target customer, market (existing and potential), population, employees, distributors, value chain etc, in order to provide better goods and services to them, then you need to conduct a qualitative study.”

“When no research has been conducted on a certain community, industry, sector or product, qualitative study is your go-to solution; an exploratory study will do the magic.”

“You have all the numbers and charts but there is still a knowledge gap in that fashion report that you are working on, you need a qualitative study to fill it up.”

“Your R & D unit presents you with a new product idea, to ensure it fills a market need in consumers’ lifestyle, tweak the solution to their needs, properly communicate the solution and sell it in a way that is acceptable to them, you need to conduct a qualitative study.”

Even when you do not understand the solution you require but you need to address some business issues, drop us a line and we will guide your process on whether to explore or measure.


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GCL Hub 19, Gbemisola Street, Off Allen Avenue, Ikeja, Lagos

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Contact Our Team on these lines: +234 908 612 0783, +234 807 262 7624

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Need some clarifications? Kindly reach out via abiola@banahgrace.com +234 908 612 0783, +234 807 262 7624.

CALL: +234 908 612 0783, +234 807 262 7624