TNS has the world’s largest qualitative research practice, with a network of more than 600 qualitative researchers around the world, dedicated to uncovering new consumer insights that inspire business growth.
Our Point of View
Qualitative research, which is an essential part of our Offer, is underpinned by a number of fundamental principles and beliefs that help us understand how to capture what is relevant and useful for our clients’ brands and businesses:
Connecting with people and understanding their world
We believe that only genuine, human and empathetic interactions with people will lead to an in-depth understanding of consumers’ changing behaviours. To truly understand their world, we need to enter it by interacting with consumers in their time and space, communicating with them in ways that motivate their openness, and ultimately learning, developing and creating in partnership with them. These are all essential for uncovering and exploring actionable insights and developing winning concepts.
Researching life as it happens
More than ever, consumers are voicing their opinions in various online forums across the web. The TNS Qualitative Community facilitates virtual closeness, dynamic conversation and creativity, through Web 2.0. By joining their dialogue and conversations where they are happening, we can change the way clients engage with people.
The digital world brings us closer to people: consumers’ real behaviour can be observed as opposed to relying on what they claim they do. Again, this provides a unique opportunity to make a genuine connection with people and derive tacit insight that will lead to action.
Impacting the business
To make an impact on our clients’ businesses, we deliver qualitative results and ideas in a fresh, engaging and convincing way. Above all, we take results one step further and translate consumer insight into action. By using creative techniques, we generate innovative ideas and concepts to help our clients identify and exploit marketing opportunities.
TNS Qualitative drives value through connection, collaboration and creativity
Expert qualitative solutions
TNS leverages best-in-class qualitative solutions to address the broad spectrum of our clients' business needs, including those related to innovation, brand & communication, retail & shopper and stakeholder management.
Our experience in the early stages of innovation is considerable, drawing on our three leading qualitative solutions which are an integral part of our Innovation Journey:
- Insightment - insight generation
- SuperGroup - ideation and concept development
- SuperClinic - concept refinement
In addition, our qualitative techniques and tools within our Global Business Solutions such as NeedScope, AdEval, TRI*M and the Path to Purchase toolkit enable us to deliver qualitative analysis with deeper insight and a seamless transition into qualitative validation.