Understand the reasons, language and context behind behaviour.
MIU helps clients plan, recruit, coordinate, analyse and report qualitative studies using interviews, focus groups, online communities, diaries and other depth-based methods.
Choose depth, interaction and context based on the question.
In-depth interviews
One-to-one exploration of decision journeys, pain points, experience and language.
Focus groups
Group discussion to compare reactions, social dynamics, themes and idea development.
Online communities
Longer engagement through tasks, discussions, media uploads and iterative learning.
Diary studies
Capture behaviours and experiences over time in natural context.
Use MIU at any stage.
- Participant profile and screener review.
- Recruitment coordination and scheduling.
- Discussion guide review and research logistics.
- Transcription and translation coordination where available.
- Coding framework and thematic analysis.
- Verbatim selection, quote bank and insight deck.
When qualitative research is useful.
- Why are customers not adopting a product?
- How do buyers describe their needs and trade-offs?
- What barriers appear in the customer journey?
- How do people react to an idea, message or experience?
- What should a future survey measure at scale?
Different audiences require different recruitment and moderation choices.
B2C qualitative research
Consumers, customers, users, shoppers, households and communities. Recruitment often focuses on behaviour, demographics, usage and experience.
B2B qualitative research
Professionals, decision-makers, buyers, channel partners, technical users and executives. Recruitment usually requires role, industry, seniority and authority verification.
Follow a qualitative project from recruitment to insight story.
See how participant coordination, fieldwork, coding and reporting are connected.
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Recruit participants who fit the question
Screeners, profile criteria, quotas, scheduling and status tracking are coordinated before sessions.
- B2B and B2C verification
- Participant scheduling
- Recruitment progress updates
“What made that difficult?”
“The process was unclear…”
Probe → decision journey
Run structured, human conversations
Discussion guides, moderator notes, recordings and stakeholder observations stay aligned to the objective.
- IDIs, groups, diaries or communities
- Online and offline logistics
- Consent and project instructions
Convert conversations into evidence
Transcripts and notes are coded, compared and organised into themes and explanatory patterns.
- Coding framework
- Verbatim and quote bank
- Cross-participant comparison
Explain what the findings mean
Themes become a clear narrative with implications, opportunities and next questions.
- Theme summary
- Insight deck
- Recommendations and next steps
Share the objective and target participant profile.
Include market, method, number of sessions, participant criteria, language, timeline and deliverables.