Imagine a puzzle where each piece contributes to creating a complete picture. In the world of market research, qualitative and quantitative pieces come together harmoniously to provide a comprehensive and deep understanding of consumers and the market.

QUAL

Is the part that adds vibrant colors and fine details to the image. Through in-depth interviews, focus groups, and direct observations, we capture the emotions, motivations, and subtle nuances of human behavior. These qualitative insights breathe life into data, revealing the stories behind the numbers and providing essential context for informed decisions. They are the pieces of the puzzle that bring complexity, variation, and texture, helping us see not just what consumers do, but why they do it.

QUANT

Provides the structure and numerical foundation of the puzzle. It outlines the proportions and dimensions, offering a clear and measurable framework through which we can evaluate and validate hypotheses. Quantitative data is rigorous, precise, and measurable, supporting decisions with solid facts and statistics. These are the fundamental pieces that offer stability and accuracy to the picture, allowing the measurement of impact and the exploration of trends in an objective and repeatable manner.

Together, QUAL and QUANT research create a complete and balanced picture. Each type of research brings a unique contribution, but the true value emerges when they are combined. QUAL delves into the emotional and human depths, while QUANT defines the boundaries and dimensions with mathematical precision. Together, they form a detailed, vibrant, and well-defined tableau that answers not only the questions of “what” and “why,” but also “how” and “to what extent.”

At NOVEL RESEARCH, we believe that no piece is complete without the other. That’s why we approach every project with a balanced mix of qualitative and quantitative methods, providing not just data, but also meaning; not just numbers, but stories. With us, you’ll gain more than charts and figures—you’ll discover “The Complete Picture” that will guide your business toward smarter decisions, sharper strategies, and stronger results.

In a world overflowing with data, turning information into strategic actions is essential. At NOVEL RESEARCH, we are guided by the principle of “SENSE-FACTS-PERSPECTIVES” to provide our clients with an integrated and profound approach to market research. This concept reflects our unique way of combining intuition, rigorous analysis, and the exploration of diverse angles to develop tailored and relevant solutions.

Research is not just about numbers; it’s about capturing the essence behind the data. “Sense” represents our ability to interpret and give meaning to raw information, transforming it into stories that reveal the motivations and emotions of consumers. We bring to the surface the details that matter, providing our clients with a deeper understanding of human behavior. This approach allows us to identify not just what is happening, but also ”why” it is happening, offering valuable context for any strategic decision.

Facts are the cornerstone of any successful strategy. With “Facts,” we ensure that every insight and recommendation is backed by concrete, verifiable, and rigorous data. We use advanced data collection and analysis methodologies to extract relevant information, providing a solid foundation for critical decisions. We validate each hypothesis with precise measurements, ensuring that our solutions are not just creative but also grounded in reality. Here, rigor and precision come together to give substance and credibility to every conclusion.

In market research, there is never just one path to the truth. “Perspectives” symbolizes our openness to multiple angles of analysis and exploration, identifying hidden opportunities and alternative scenarios. Through this approach, we don’t settle for obvious conclusions; instead, we seek innovative solutions tailored to each client and context. Each perspective adds a new dimension to our analysis, helping companies see beyond the numbers and shape their strategies with a clear and well-informed vision.

From data to decisions, with SENSE, FACTS, and clear PERSPECTIVES

“Sens-Facts-Perspectives” is not just a slogan – it’s our commitment to transforming data into valuable insights and concrete actions. By blending deep interpretation with factual validation and exploring diverse angles, we help organizations navigate market complexities and make decisions that stand out. Every project is a journey from questions to answers, from uncertainty to clarity, from simple observations to strategic perspectives.

We help decision-makers decode consumer behavior for short-term market responsiveness and uncover deep-seated values & needs to craft long-term growth strategies.

Short term/ Tactic /Reactive approach

Long term/ Strategic/ Proactive approach

* OPTIMIZING PERFORMANCE

→ Track real-time shifts in consumer behavior to fine-tune marketing strategies.

* CONSUMER EXPERIENCE & JOURNEY ANALYSIS

→ Understand short-term behavioral patterns to enhance customer engagement.

* MARKET TRACKING & COMPETITOR INTELLIGENCE

→ Stay ahead by monitoring behavioral trends in your industry.

* SEGMENTATION & BRAND POSITIONING

→ Define audience segments based on deep values & needs to create a brand that resonates with long-term consumer motivations.

* MARKET EXPANSION & OPPORTUNITY ANALYSIS

→ Identify new growth opportunities based on shifting consumer needs.

* LONG-TERM CONSUMER TRENDS & FORESIGHT

→ Understand the deeper cultural and societal shifts shaping the future of your market.