In Person Market Research

We offer a full range of traditional qualitative research methodologies, from group discussions to expert interviews and in-home observations. Using a single method rarely provides a complete understanding of consumers, which is why we recommend multiple methodologies for each project, enriching the research.

Recognizing that some globally relevant methods may not suit our cultural context, we adapt them to elicit meaningful responses across various cities. Engaging with consumers in a distinct ‘Algerian' way, we establish trust through culturally aligned communication that is light-hearted, accessible, and engaging. We call this 'human-to-human interaction between real people,' an ideal approach to truly understand consumers.

Digital Market Research

As a forward-thinking and innovative company, we offer both traditional and digital qualitative research methodologies, specifically catering to Algeria’s young target markets and Millennials.

Technology allows us to observe people virtually. We use various creative digital and mobile platforms to accompany individuals through their daily lives. Customers can use laptops, tablets, or smartphones to capture their world. Through highly instructive exercises, we maximize the insights gained from digital ethnography.

Ethnographic Immersions

We conduct both digital/mobile and in-person ethnographies. In digital/mobile ethnographies, consumers use pictures and videos to capture their experiences in real time, empowering them to tell their stories in context.

We need to keep in mind that visiting an Algerian home offers unique insights into consumer lifestyles and brand interactions, capturing rich non-verbal communication often missed online. It also helps identify product experiences and pain points that might be overlooked outside their natural environment.

Social Listening Online

As consumer interactions with brands increasingly shift online, particularly on platforms like Facebook, Instagram, TikTok and YouTube, understanding online discussions about your brand has never been more crucial. Social listening entails thorough monitoring of major social networking sites to identify conversations about your brand, extracting valuable insights, and integrating them into your overall brand strategy.

Teens, 20s, and 30s (and even older age segments) spend a lot of time online and a lot of their interaction with friends and acquaintances is through messaging apps and social networking platforms – much like any other country these days really. Which is why online communities have become more popular as a research methodology.

Accompanied and Remote Shop-Alongs

The pandemic transformed in-person qualitative research methods, including shop-alongs, where moderators and clients would traditionally join participants in-store to observe and explore their shopping behavior. Due to social distancing mandates, this approach shifted to remote shop-alongs, where the moderator and client accompany the shopper via the respondent’s smartphone. This method allows real-time questioning and provides a diverse sample of consumers, as the moderator can work from a single location. Clients can also have their questions answered immediately through a virtual backroom chat. However, we have noticed that due to technical issues and low-quality networks in various areas, accompanied shopping is more effective in terms of accuracy and time.

In-Person and Web Focus Groups & IDIs

We have been perfecting our approach to qualitative and exploratory market research over 20 years in Algeria and the MEA region. We take pleasure in customizing your qualitative projects from both Local and Global perspectives to enhance your understanding of customer needs and business opportunities in Algeria.

And NO, focus groups aren't dead!

Our moderators develop rapport with respondents in order to uncover their attitudes and desires. We have conducted over 2500 Focus Groups and IDIs in Algeria, Morocco, Tunisia, Egypt, Qatar and UAE.