Qualitative Services

Uncovering underlying reasoning behind attitudes, opinions, and behaviours.

Qualitative research data is invaluable when you want to uncover underlying reasoning behind attitudes, opinions, and behaviours.

Qualitative Services

Focus groups

Focus groups are often the preferred option when seeking to attain insight on new concepts or to elicit ideas (that could consequently be delved further into through quantitative research) with the advantages of this tool comprising speed of delivery, flexibility and cost-effectiveness. 


EMCS generally utilised half/ full day workshop sessions when evaluating ideas and/or new approaches. This tool is deemed opportune as it combines elements of qualitative research, brainstorming and problem solving.

Web based

EMCS utilises web based tools in those instance when it is difficult to conduct face-to-face qualitative research with certain target audiences/or consumers such as executives (time-pressed), teenagers, and/or seniors (limited by health issues/mobility).  In such instances two approaches are available, these being:

Online Groups - Research using online groups continues to evolve based on technology advances in chat-room technology or "e-groups." Other approaches include the use of moderated email groups, combining both qualitative and quantitative approaches.

Bulletin Boards - These private online forums allow participants to share information, ideas, and opinions through postings on the board. A trained moderator is always present, and clients can observe results at any time and print transcripts. Online bulletin boards have the interactive advantages of focus groups or face-to-face sessions, with the efficiencies and response validity of online interviewing technology.

Mystery Shopping

The degree of satisfaction that a customer experiences when receiving a service leaves a lasting impression on the overall satisfaction. Achieving positive customer experience can be one of the most cost effective methods of differentiating yourself from competition and improving customer loyalty.

Our market research team creates unique mystery shopping programmes that inspire, challenge and excite your teams to deliver great service experiences aimed at increasing customer loyalty and advocacy.


We believe that quality mystery shopping programmes should be based on the following criteria:-

Genuine Feedback - Our team of mystery shoppers apart from being trained on the general execution of mystery shopping are given specific training on the client's services/products they are selected to asses. This ensures that our team delivers quality genuine feedback that can help improve any service pitfalls.

Detailed Reports – After every mystery visit, the shopper fills in a detailed report which is then included as part of a more comprehensive report which are clients are provided with at the end of each mystery shopping programme. Reports are detailed yet easy to read and understand and identify what you are doing well and areas for improvement.

On Going Assessment – Companies that want to make sure they are always aware of service pitfalls and recruit our services on a continuous basis, can avail themselves of trend analysis. We store data from previous store visits and compare the performance of each outlet over time.

Dedicated Team – We work as an extension of your team to help ensure that the insights from your mystery shopping programme are effectively communicated.

Improve the bottom line – Our mystery shopping identifies what we call the Key Moments of Truth that a customer experiences. Improving the outcome at each of these touch points will lead to improved customer satisfaction, loyalty and ultimately higher profits.

We pride ourselves that our mystery shopping programmes are not simple routine checks but provide meaningful insight into a customer journey and what a company could do to improve on potential service failures.

Mystery Calling

Mystery Calling is deemed highly opportune to gauge how personnel interact with customers during the "moment of truth" – when the customer, over the phone, contacts your company, your store or your customer service.

There are two elements of importance that mystery calling seeks to determine, these being: 1) conversation content, and equally important 2) the interpersonal element that comprise distinct verbal abilities (rhetoric, pleasant voice, etc.) that are deemed to be of paramount importance in the absence of face-to-face contact. Issues that are often sought to be analysed comprise:

  • How long does the customer have to wait
  • How the customer is greeted
  • Whether personnel introduce the Company in the appropriate way or not
  • How knowledgeable staff is
  • Whether staff appropriately responds to customer queries
  • If phone call is completed with a pleasant parting phrase
  • If there is a follow up contact, when needed

Desk Research

The potential of desk (secondary) research is often undermined.  Nonetheless desk research is often opportune to attain readily information quickly and inexpensively or indeed utilise secondary data to attain better insight prior to carrying out primary research.  There are numerous sources that could be utilised for the attainment of relevant data and comprise among others: directories, internet research, libraries, journals, reports, trade associations, and public documents issued by national statistical offices.

In-depth Interviews

In-depth interviews are most of the times conducted face-to-face as the questionnaire used is normally much more 'open' than is the case for other surveys.

In-depth interviews are a very good tool to help reveal more information about respondents' views on a particular matter and  can be used alone, or in conjunction with a quantitative survey.

In-depth interviews lend themselves very well as support for quantitative studies. These can shed light on the key issues, aid questionnaire design, and generate ideas as well as after a quantitative survey to add insight to the findings. 

We record and transcribe the discussions, and write either an overall summary or a more detailed report on the findings.

Delphi Groups

EMCS research team is also capable or organising special purpose Delphi Groups. This involves the selection of a panel of individuals who are consulted in order to access expert opinion on the research subject.

Such groups are usually used to elicit view on possible future scenarios for a product field, or an area of everyday life, or speculate about the future pattern of business in general.

When a number of international panel members are needed, EMCS, in order to keep costs reasonable for its clients, has the facility of using the internet to conduct such research.

Mall Intercepts

Mall intercepts is a method of data collection in which interviewers in a shopping mall stop or intercept a sample of those passing by. While not representative of the population in general, nevertheless, mall intercepts provide a relatively quick and economical way to do sampling.

Product Testing

Product research lets entities better understand customers' requirements, allowing them to tailor product offerings to meet their needs.  In this regard, product testing is of utmost importance for entities seeking to:

  • Attain feedback of the new product/service prior to launch;
  • Improve product performance and customer satisfaction  
  • Reduce cost and/or processing methods, while maintaining product superiority.
  • Measure the effects of aging upon product quality (shelf-life studies).
  • Implicitly measure the effects of price, brand name, or packaging upon perceived product performance/quality.
  • Provide guidance to research and development in creating new products or upgrading existing products.
  • Predict consumer acceptance of new products.

While the utilisation of questionnaires and focus groups could be opted solutions, we at EMCS tend to encourage product research using actual product samples or prototypes (such as the 'taste test') or test marketing that is particularly opportune when trialling existing products in new markets to assess likely sales or identify what modifications would assist increase sales.

Market Research Market Research

Quantitative Services

Face to Face Research
Telephone Surveys
Online Surveys
Omnibus Surveys
Exit Polling
Retail Audits
Customer Profiling
Market Feasibility Study
Brand diagnostics and brand management
Measuring marketing communication effectiveness
Customer/Employee Satisfaction and Loyalty
Consumer Confidence Index