The main goal of qualitative study is the in-depth analysis of a particular research issue. Its complexity is that the quality of data depends largely on the researchers. Only professionals with special skills can reveal the deep motivations, attitudes and emotions of consumers, and therefore this task requires experience and set of personal features to allow respondents to “open up”.

ACT specialists have significant experience in the application of qualitative research methods. They are trained psychologists and sociologists who have attended international training seminars in order to become professional researchers. They also have long hours of practice. Along with solid analytical skills our qualitative research specialists are equipped with communications, listening and improvisational skills which enable them to establish trust and create a fruitful rapport with respondents. They are able to apply both direct and indirect survey approaches, use projective methods (including a wide range of associative, constructive, and expressive tests) and carry out in-depth data collection on even the most sensitive issues.