At SYRES, we conduct qualitative studies on products that are highly integrated into domestic routines, where the experience hinges on details that are often invisible in quantitative approaches.
A recent study provides a good illustration of this.
Without mentioning the customer, the product, or the results, we wish to highlight the methodology that allows us to secure innovation decisions on sensitive sensory levers.
For this type of topic, consumers rarely have a structured, spontaneous discourse.
Qualitative methodology therefore becomes central.
The study was based on: This approach makes it possible to go beyond "I like / I don't like" to understand what is acceptable, expected or on the contrary disqualifying.
Thanks to this methodology, it becomes possible to: In some universes, the study shows in particular that excess can be riskier than absence — a point difficult to measure without an appropriate qualitative device.
The role of qualitative research is not only exploratory.
When designed with the right methodology, it becomes a true decision-making tool, capable of translating lived experience into actionable lessons. 👉 If you work on topics where perception, safety, sensory experience, or product credibility are key, these approaches can make all the difference.
