Depth Beyond Numbers: Uncovering the ‘Why’ Behind Human Behavior
While quantitative data provides the ‘what’ and ‘how many’, Myriad’s qualitative research approach is designed to uncover the meanings, motivations, and social dynamics that shape behaviours, policies, and decision-making processes. We help clients understand not only what is happening, but more importantly why it happens, by placing people, context, and lived experience at the centre of the research process.
Our qualitative studies are conducted using carefully tailored research designs, aligned with study objectives, participant characteristics, and the complexity of the issues being examined. This ensures insights that are both contextually grounded and actionable. In many of our studies, qualitative research is used as a standalone approach, as well as to complement quantitative findings. Depending on the research objectives, these methods are applied independently or in combination with quantitative approaches.
In-depth Interviews are used to explore individuals’ personal experiences, perceptions, and decision-making considerations in depth. This method is particularly effective when addressing sensitive, complex, or nuanced topics that may not emerge through structured surveys or group discussions. Beyond attitudes and opinions, IDIs also enable a deep exploration of behavioural routines, usage contexts, and consumption patterns, helping clients understand not only what people do, but how and why behaviours are formed and sustained in everyday settings. Insights generated through this approach often inform programme design, policy refinement, product and service development, or strategic decision-making.
In practice, clients typically choose this approach to:
Key Informant Interviews involve stakeholders with specialised knowledge or strategic positions within a particular sector or institutional context. From our experience, this method is especially useful for examining policy frameworks, governance dynamics, and institutional processes.
In practice, clients typically choose this approach to:
Focus Group Discussions bring participants together to explore collective perceptions, opinion dynamics, and social norms through moderated group interaction. FGDs allow researchers to capture how viewpoints are formed, challenged, and negotiated within a social context. Beyond exploring opinions and attitudes, FGDs are also well suited for discussing shared experiences related to product concepts, usage situations, and consumption practices, enabling researchers to understand how individual behaviours are influenced, validated, or contested within a group setting.
In practice, clients typically choose this approach to:
Myriad also applies observational and case study approaches to capture processes, behaviours, and interactions as they occur in real-world settings. These methods enable deep, contextual analysis of specific cases, programmes, or communities.
In many of our studies, this approach has been used to:
Where methodology meets reality: Tailored tools for specific challenges.
Our applied and specialized methods are designed to deliver practical insights that can be directly applied to business decision-making, product design, communication strategy, and service evaluation. These approaches combine rigorous research methodology with a strong focus on real-world implementation.
We tailor each method to meet the specific needs of our clients, the characteristics of the target audience, and operational contexts, ensuring that research findings can be seamlessly translated into strategy, innovation, and service improvement.
From our experience, door-to-door and in-home visits generate rich behavioural and preference insights by engaging respondents in their natural environments. This approach also ensures population representativeness and data validity.
Beyond direct interviews, DTD and IHV studies can incorporate product placement and after-use interviews (AFU), allowing researchers to observe real-life usage, consumption patterns, and post-use reflections within everyday household contexts.
In practice, clients typically choose this approach to:
In many of our studies, central location and in-home usage tests have been used to rapidly test products, concepts, and services through controlled interactions with respondents. This method enables actionable feedback for marketing and product decisions.
In many of our studies, this approach has been particularly effective for:
Neuroscience-based techniques help clients understand subconscious responses and engagement, providing actionable insights that complement traditional CLT testing. Conducted in controlled CLT environments, these methods provide actionable insights that go beyond self-reported feedback.
This method is often used to:
From our experience, shopper and retail-based research provides real-time insights into consumer behaviour at points of sale through observation and brief interviews. This helps organisations understand decision-making processes in-store.
In practice, clients typically choose this approach to:
Mystery shopping and service audits allow clients to assess service quality and compliance with operational standards from the customer’s perspective. In many studies, this approach has been particularly effective in banking, retail, and hospitality sectors.
In practice, clients typically choose this approach to:
From our experience, testing product concepts, packaging, or communication messages prior to launch helps minimise risks and improve market positioning. Feedback from target audiences informs product design, branding, and campaign strategy.
In practice, clients typically choose this approach to:
Digital and hybrid methods combine online and offline data collection to enhance coverage, efficiency, and insight quality. In many studies, this approach has been customised to the target audience and research objectives, ensuring actionable results.
In practice, clients typically choose this approach to:
We believe that methodology is only as strong as the context it’s applied to. Myriad combines specialized sector knowledge with a mastery of qualitative and quantitative tools to find the signals in the noise. From rural development to digital transformation, we transform complex field realities into clear, actionable intelligence.
What differentiates Myriad is our ability to bridge rigorous research with real-world application, ensuring that insights move beyond analysis and directly inform action.
Accumsan nibh vel integer eget auctor per maecenas himenaeos.
We support public institutions, NGOs, and donors in understanding social impact, community needs, and development dynamics. Our research is designed to generate insights that inform effective program design, evidence-based policies, and sustainable interventions. Our experience spans areas such as Agriculture & Rural Development, Public Health, Education, Gender & Women’s Issues, Economic Empowerment & Financial Inclusion, Children, Adolescents, & Youth, Community Development, and Environment & Climate Change.
We provide data-driven insights that help companies understand consumer behaviour, market dynamics, and industry opportunities, enabling more targeted marketing strategies and product development. Our experience covers Agribusiness & Agricultural Products, Food & Beverage, Consumer Goods, the Automotive Industry, and Pharmaceuticals.
We assist public institutions, political survey organisations, and international agencies in understanding political dynamics, public opinion, and policy effectiveness. Our research enables clients to develop informed strategies, map critical issues, and optimise evidence-based decision-making. Our experience includes Electoral & Voter Research, Electability & Public Perception Studies, Campaign Strategy & Issue Mapping, and Policy Research at national and sub-national levels.
We explore the potential of technology, digital innovation, and business transformation to help clients remain relevant and adaptive to change. Our experience includes research on technology adoption, digital trends, and user behaviour, providing actionable insights to support strategic planning and innovation initiatives.