Humans act as consumers, citizens or customers in an emotional und subjective manner – they are living their reality; perceiving markets, products, topics and everyday life individualistically.
In order to get in acquaintance with the subjectivity of humans you have to understand them. In order to understand humans, you have to talk with them. We are talking in greater details with humans and letting them describe their reality in a multi-perspective way, so that a holistic view emerges. In order to do this type of reconstruction we use the methods of qualitative research.