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Qualitative research

At OpinionWay, our expertise in qualitative research goes beyond numbers to uncover the deep motivations and perceptions of your audiences. Through an innovative approach combining listening, observation, and interaction, we transform human complexities into clear, actionable insights to guide your strategic decisions.

Exploring deep-seated motivations to make informed and relevant decisions

LIFE by OpinionWay goes beyond appearances to reveal what really drives your stakeholders’ attitudes and behaviour. Applying a method based on listening, interaction, observation and engagement, we transform human complexities into clear, actionable insights to guide your strategic decisions.

Taking a radically innovative approach to qualitative research, our experts help you achieve your goals using approaches inspired by four fundamental pillars:

Listen: A holistic understanding of your targets thanks to non-directive approaches and thematic communities.

Interact: A multi-channel methodology integrating digital to co-create with your consumers.

Feel: In-depth decoding of human behaviour through continuous observation and innovative formats.

Engage: A collaborative and transparent approach, enhanced by feedback tailored to your needs.

Our experts

Olivier Guillon

Deputy Managing Director – Co-Director of the LIFE Department & Head of Luxury Department

Valérie Marie

Co-Director of the LIFE Department

Caroline Vigneront

Co-Director of the LIFE Department

Our methods

Interviews (video or face-to-face)

Diaries and logbooks

Projective techniques

Immersion techniques

Ethnography

Co-construction

Insightment

Focus groups (face-to-face or video)

Workshops

Participatory methods

Sensory exploration techniques

UX Test

Meta-analysis

Content analysis

Observation (participant, non-participant)

Benchmark

Simulations and role-playing

Semiology

Co-creation

Forward-looking techniques – Expert interviews

TF1 Pub

The research on engagement is one of the pillars of branding effectiveness for TF1 Advertising’s research department. For the 6th edition of this study, marking its 10th anniversary, we received tremendous support from OpinionWay, which stood out for its expertise and professionalism. The team was proactive, they perfectly understood our needs and delivered high-quality work, meeting all our expectations.

Together, we were able to produce a study that continues to provide valuable insights to our department and to the market! Many thanks to the OpinionWay team for this fruitful collaboration.

Antoine AUDIT, Advertising research director at TF1 Pub

Dernières publications

Survey

AI European Barometer - February 2025

Survey

European Multiclient Survey – 4th wave - December 2024

Survey

Europeans’ views on the 2024 US elections - November 2024

Survey

European Multiclient Survey – 3rd wave - October 2024

Analysis

“Actionability must prevail over the tyranny of metrics!”

Survey

Europeans’ views on the international situation and the European elections - June 2024

Survey

The European, the Ukraine war and international relationship - April 2024

Podcast

Podcast Spotlight(s) – Episode #2 : Spotlights on luxury in Thailand