This method is psychologically the most exhaustive form of catching the differentiated and individualistic functionality of conscious and unconscious motives, emotions and attitudes. Because of its flexibility this research method enables one to understand the hidden meanings behind the uttered words – doing this, the subjective and emotional correlations become clear.
The focus group
The group discussion is used for rationalizing and reflecting. Creative ideas, emerging from the dynamics of the group, are gathered. Here, all relevant attitudes towards the topic become visible and the crucial factors determinable.
Participant observation
In this ethnographic method the researcher goes into the field of research to observe locally and actively what is going on. An authentic impression of the topic is gained and, through reflecting and probing, is objectified.
Other
In addition to these primary methods further methods – dependent on the project – may be installed such as interviewing couples, qualitative phone interviews, Usability Testing, quantitative questionnaires, Social Media analytics, Online-Surveys, Online-Diaries, Online-Blogs, Eye-Tracking, etc.
