QiQ International

About the company
QiQ International is an innovative full-service quantitative agency that specialises in applying QualiQuant™ methods in online research. We excel in integrating qualitative techniques into quantitative research, and employ the internet as a key tool for achieving this aim. Thus we combine quantitative rigour with qualitative insight. In this environment, we use innovative question techniques, including verbal and visual psychological association tests, projective techniques and advanced quantitative analysis to get deeper inside the consumer mind.

Online research allows us to go beyond the rational into consumer emotions and unconscious. Peer and interviewer pressure is removed and respondents give us a more spontaneous and emotional response, which in conjunction with our deep understanding of human psychology, enables us to provide our clients with a deeper level of insight.

QiQ International forms part of the CRAMQiQ Group, a company that was established in 1969 following our founder Peter Cooper’s realisation of the value of psychology in market research. Today, our company philosophy and much of our research is still centred on psychology and we pride ourselves on our integration of human psychology into quantitative research.

We are highly experienced in conducting diagnostic quantitative research and offer a full range of quantitative solutions across a wide range of sectors, including automotive, B2B, drinks (alcoholic), drinks (non-alcoholic), ecommerce, electrical goods, finance, investment, fmcg, food, healthcare, internet/new media, media (broadcast and print), oil and gas, pharmaceutical, public services, retail, telecommunications, toiletries/beauty products and travel.

Distinctive features
QiQ International balances a deeper understanding of the consumer mind with professional excellence to deliver strategic global insight. Each member of our group is trained to go beyond the rational surface of the mind and fully empathise with all aspects of changing consumer society and culture.

Through our psychological heritage and passion for knowledge, we constantly challenge existing ways of thinking, embrace change and empower our clients to drive their brands forward in the ever-competitive marketplace.

Track record
We have 20 years’ experience in conducting quantitative research. Throughout this time we have maintained a specific focus on integrating qualitative and psychological techniques into quantitative research. This enables us to provide greater sensitivity and more diagnostic research.

Coverage
Worldwide, including: Africa, Australasia, Central America, Central Asia, Central Europe, China, Eastern Europe, India/Pakistan, Japan, Middle East, Northern/Western Europe, North America, Russia, South America, South East Asia, the UK and the US.

Type of contact
International research into advertising, brands/branding, children/youth, consumer trends, new product development, packaging/design, pricing, usage and attitude, segmentation, customer satisfaction and more.

Major research activities/formats supported
Our key quantitative methods include:

• brand equity evaluation
• NPD and concept development
• taste and fragrance testing
• communication testing
• strategic market studies
• tracking
• online omnibuses.

Special techniques/branded offerings
Fusion™: is a unique research tool that has proven power to improve brand equity, brand empathy and loyalty by looking more deeply at your customer needs. Fusion™ helps you strengthen and transform consumer–brand relationships using the RESC™ model to understand and measure rational, emotional, social and cultural needs, enabling management to identify the strengths and weaknesses of brands, new products and extensions. Ultimately this provides a strategic view of how to increase sales.

SENSATIONS™ is based on the principles of synaesthesia, a complex psychological and brain experience in which the stimulation of one sense creates emotions and sensations in other senses. SENSATIONS™ analyses gaps for NPD by opening up new, often hidden and taken for granted, qualities in the consumer experience, and gives a more sensitive measure of taste, fragrance and the whole sensory brand experience. This creates a rich QualiQuant experiential description that goes beyond conventional research to create a language that marketers, technicians, flavour experts and perfumers can understand and use in product and brand development. Ultimately this provides insights on how to optimise the brand experience.

Training and technical support
Quantitative datasets are made available through our online portal, and allow clients to access their data instantly, monitor its progress throughout fieldwork and conduct data analysis. Each client has their own portal, which is password-protected. Portals are provided as an additional service to the detailed research report.

Typical projects
Size: We specialise in both small- and largescale projects. Large-scale projects we have conducted in the past have included samples of 2000+ respondents.
Scale: Regional, national, international, global.