There are significantly more players on the market

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Author: Tatyana Seferova.

In qualitative research, and more specifically in focus groups when studying the market perception of a particular product category, there is one method in which we ask participants to look at a given market “as if from above,” at what is happening in a given market and tell us, the researchers, what is happening there (from their, consumer point of view): what brands are present, how they behave, who are the leaders or outsiders, etc.

And now, working in the Russian market of marketing research, I can also, like our focus group participants, look at the market of qualitative research in Kazakhstan and try to describe it: what it is now, how it has changed over time, what are its prospects for the future. I have worked in the field of qualitative marketing research in Kazakhstan for 18 years and I have something to tell you

First, let's talk about how the market has changed over the bosnia and herzegovina cell phone number list years. I can tell you about the changes since 2001. What I think has changed:

and representative offices of large international research companies have come to Kazakhstan. Of course, at first it was a serious test for Kazakhstani research companies – the emergence of strong players with serious names, progressive methods, and “lowering” clients down the grid (for example, company X works in Europe and Russia with research company Y, and accordingly, in Kazakhstan it should also work with research company Y). A serious challenge for Kazakhstani researchers, isn’t it? But Kazakhstani researchers have a serious advantage in this case: we know the Kazakhstani market very well, we feel and understand Kazakhstani consumers (since we are consumers ourselves), we have accumulated serious experience and expertise in understanding a wide variety of markets and their specific features in Kazakhstan.

Total digitalization has also affected the sphere of qualitative marketing research:
— automation of many processes using new technologies, which we previously did literally by hand (taking shorthand notes of focus groups not in notebooks with pens, but electronically (if anyone still remembers that)

— online broadcast of focus groups and in-depth interviews (oh, almighty YouTube!), the ability to insert video clips from groups directly into reports, make interesting cuts from groups (previously, with a huge camera with VHS video cassettes inside, we could only dream of this)