Qualitative Market Research Agency & Consulting
Uncover the “Why” Behind Consumer Behavior with a Strategic Qualitative Framework
Touchstone Research is a full service qualitative market research company and consulting firm that turns human conversations into actionable strategy. We specialize in designing and conducting studies that reveal the motivations, emotions, and experiences shaping real-world decisions.
From In-Depth Interviews (IDIs) to Global Focus Groups, our expert consultants help you explore new ideas, refine messaging, and engage hard-to-reach audiences, translating human sentiment into a clear, data-backed path forward for your brand.
Comprehensive Qualitative Research Services
We blend traditional empathy with digital speed. Our qualitative research services are tailored to your specific challenge, ensuring you get the depth of an interview with the scale of a global study.
In-Depth Interviews (IDIs)
Focus Groups (Online & In-Person)
UX & Usability Research
Insight Communities (Pop-Up & Long-Term)
Online Qualitative (Boards & Chat)
Diary Studies and Mobile Ethnography
Shop-Alongs & Shopper Insights
Hybrid Qualitative & Quantitative
Global Qualitative Studies
Concept, Product & Content Testing
In-Depth Interviews (IDIs)
The Goal: Go deep on personal drivers.
The Method: One-on-one sessions (Virtual or In-Person) well-suited for sensitive topics, B2B decision-makers, and detailed journey mapping.
Why it matters: Get past the surface-level “polite” answers to find the real truth.
User Experience Research Methodologies
The Goal: Remove friction.
The Method: Task-based user interviews and usability testing to identify stumbling blocks in your app, website, or digital product.
Why it matters: Ensure your digital experience is intuitive before you launch code.
Focus Groups (Online & In-Person)
The Goal: Spark dynamic discussion.
The Method: Expertly moderated group sessions that surface shared attitudes, group dynamics, and cultural consensus.
Why it matters: See how your concepts survive in a social environment.
Insight Communities (Pop-Up & Long-Term)
The Goal: Agile, ongoing feedback.
The Method: Flexible Insight Communities that allow for rapid-response testing, co-creation, and longitudinal tracking.
Why it matters: Keep a pulse on your customer’s evolving needs without recruiting for a new study every time.
Online Qualitative (Boards & Chat)
The Goal: Agile, asynchronous feedback.
The Method: Digital bulletin boards and live chats that allow participants to respond on their own time or in rapid sprints.
Why it matters: efficient engagement with geographically dispersed audiences without scheduling conflicts.
Diary Studies and Mobile Ethnography
The Goal: Capture “in-the-moment” reality.
The Method: Participants use mobile tools to upload photos, videos, and reflections of their daily habits over days or weeks.
Why it matters: Reveal the context of product usage that you can’t replicate in a lab.
Hybrid Qualitative & Quantitative
The Goal: Depth plus scale.
The Method: Seamlessly integrating qualitative exploration (to find the “Why”) with quantitative validation (to measure the “How Many”) in a single study.
Why it matters: Move from discovery to confirmation in one cohesive project.
For a deeper look at when and how to blend methods, read our article on the power of hybrid qualitative research and how combining multiple qual approaches unlocks deeper insights.
Global Qualitative Studies
The Goal: International resonance.
The Method: Centralized management of studies across 60+ markets, executed by native-language moderators and cultural experts.
Why it matters: Ensure your insights are culturally valid, not just translated.
Read our guide to multi-market qualitative research best practices to see how we design and manage global studies across multiple regions with culturally attuned moderation, rigorous recruitment, and centralized analysis.
Shop-Alongs & Shopper Insights
The Goal: Watch the decision happen live.
The Method: We shadow consumers (In-Store or via Mobile Video) to observe how they browse shelves, evaluate packaging, and make the final purchase decision. Read more on Shop-Alongs
Why it matters: What people say they buy often differs from what they actually pick up.
Concept, Product & Content Testing
The Goal: Validate before you build.
The Method: Exploring prototypes, creative assets, and messaging. For sensitive IP, we utilize Secure Content Testing to prevent leaks.
Why it matters: De-risk your launch by identifying confusion or rejection early.
The Touchstone Standard: Full-Service Consulting & Recruitment
We don’t just hand you a transcript. As a full-service qualitative research consultancy, our senior team partners with you from the initial question to the final strategic recommendation, ensuring data integrity and actionable depth at every stage.
- Strategic Design Consulting We work with stakeholders to define learning objectives and select the right methodology. Whether that is a quick-turn Bulletin Board or a multi-market Ethnography, we ensure your study design aligns perfectly with your business goals.
- Expert Qualitative Moderators Our moderators are trained to engage diverse audiences, from Gen Alpha to C-Suite Executives, creating the psychological safety required for honest, meaningful conversation.
- In-House Recruitment & Quality Bad recruits ruin good studies. Our internal qualitative recruitment team specializes in finding low-incidence and hard-to-reach participants, utilizing multi-step verification to ensure every respondent is articulate, engaged, and real.
- Global Reach with Local Expertise We conduct qualitative research across 60+ international markets. We use native-language moderators and cultural experts to ensure your insights are culturally valid, providing you with a unified global report.
- Secure Content Testing (SCT) For sensitive IP, we utilize Secure Content Testing environments. This allows you to test pre-release concepts and media safely, with dynamic watermarking to prevent leaks.
A Managed Framework for Human-Centric Insights
We handle the operational and technical complexity of qualitative research so your team can focus on the strategy. Our six-step management process ensures that every conversation is purposeful, every respondent is verified, and every insight is documented with precision.
1. Discovery & Strategic Consulting
2. Screener Development & Recruitment
3. Logistics & Facility Coordination
4. Global Prep & Localization
5. Expert Moderation
6. Analysis, Reporting & Highlight Reels
Discovery & Strategic Consulting
Our qualitative research consultants collaborate with your stakeholders to define the “learning agenda” and architect custom discussion guides designed to provoke deep consumer thought and emotional honesty.
Screener Development & Recruitment
Finding the right people starts with the right questions. We craft precise screening criteria and manage Participant Screening and Recruitment in-house to target the exact demographics and behavioral profiles needed.
Logistics & Facility Coordination
We manage all operational details to ensure smooth execution. This includes Facility Booking and Coordination for in-person groups, platform setup for online studies, and Incentive Distribution.
Global Prep & Localization
For international studies, we manage Translation and Localization to ensure materials are culturally relevant. We ensure all technical and cultural checks are in place before fieldwork begins.
Expert Moderation
Our senior moderators execute the fieldwork. They create an engaging environment that encourages participants to open up, ensuring we uncover the “why” behind the behavior.
Analysis, Reporting & Highlight Reels
We synthesize complex discussions into actionable insights. Deliverables include strategic reports, Transcription, and Video Highlight Reel Development to bring the consumer voice directly to your stakeholders.
Precision In-House Recruitment for Specialized Audiences
The value of qualitative research is directly tied to the caliber of the participants. Unlike agencies that outsource to third-party vendors, Touchstone Research utilizes a dedicated in-house qualitative recruitment team to identify and vet every respondent. This ensures that every session is populated with articulate, high-engagement participants who meet your exact criteria.
Our internal team leverages Panelpolls, our proprietary community panel, to maintain total control over the vetting process, from initial screening to final verification.
- In-House Vetting Standards: Every participant undergoes a multi-stage verification process, including live phone or video screening by our internal team to ensure they are articulate, authentic, and genuinely meet the study’s behavioral requirements.
- Hard-to-Reach Consumer Groups: We specialize in navigating the complexities of recruiting sensitive and niche cohorts, including Gen Alpha, Gen Z, Parents, and specialized hobbyists.
- B2B & C-Suite Professionals: Our in-house recruiters reach verified decision-makers across technology, healthcare, and retail, ensuring your B2B qualitative studies are conducted with participants who have genuine industry authority.
- Niche Audience Experts: Whether you are looking for specific tech-adopters or “Super-Moms,” our internal team has the tenure and tools to find the “needle in the haystack” respondents that traditional database providers miss.
Delivering Contextual Rigor Across Industries
As a global qualitative market research company, we partner with organizations across a wide range of industries to explore complex challenges. Our qualitative research consultants adapt our methods to the unique regulatory, speed, and audience requirements of your sector.
Qualitative Research in Action
Real-world examples of how Touchstone Research turns consumer conversations into business strategy.
Validating a New Spicy Snack Launch (Consumer Packaged Goods)
- The Challenge: A global brand needed to go beyond survey data to see how US consumers would physically react to a bold new spicy snack concept before a high-stakes launch.
- The Solution: We designed in-person focus groups in NYC and San Francisco, allowing moderators to observe visceral sensory reactions and barriers that surveys might miss.
- The Outcome: The live sessions revealed critical texture and heat barriers, enabling the brand to reformulate the product for a successful US market entry.
Analyzing Global Search Behavior (Media & Entertainment)
- The Challenge: A leading SVOD company needed to understand how consumers across six diverse international markets search for entertainment to optimize their platform’s features.
- The Solution: We executed a multi-market UX research program using longitudinal diary studies and screen sharing to capture real-time search activities.
- The Outcome: Identified universal vs. market-specific search habitual behaviors, allowing the client to implement a global framework while making localized UI/UX adjustments to maximize consumer appeal.
Frequently Asked Questions About Qualitative Research Services
Below are answers to the most common questions about our qualitative research services and approach.
For a broader view of the landscape, explore our guide to the top 10 qualitative research companies in 2026
Trusted by Leading Global Brands and Organizations
What Clients Say About Our Qualitative Research Agency
Uncompromising Data Quality in Qualitative Research: Touchstone’s Gold Standard
Touchstone’s rigorous, multi-layered quality control ensures the highest level of data accuracy and reliability in every qualitative research study. Our expert team and cutting-edge tools consistently safeguard against emerging threats, providing trusted data for critical decisions.
Dedicated to the Privacy and Security of Your Data
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Global Capabilities, Headquartered in the US
While our headquarters is located in New Haven, CT, our research team operates as a fully remote, distributed workforce across the US.
This structure ensures our clients receive dedicated, same-time-zone support from senior researchers, providing high-touch project management regardless of where the fieldwork takes place.