Qualitative research is a tool.
Strategic clarity is the outcome.
The goal is not to generate findings, but to understand what they mean for the decision.
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We start with the business decision and define what needs to be understood to guide it
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What we hear is evidence; analysis identifies patterns, mechanisms and implications
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Strategic thinking runs through the entire process, from design to recommendation
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Senior leadership follows every stage, from the initial challenge to final recommendations
PROPRIETARY
METHODOLOGIES
MQR Needs Logic™
The deeper logic behind needs, priorities and criteria - and how this logic shapes choices and trade-offs
MQR Decision Ecosystem™
How repertoires, experiences, influences and triggers come together to shape decisions in context
MQR Routine Architecture™
How context, priorities and recurring situations come together to form stable patterns of behavior
RESEARCH METHODS
• In-depth interviews (in person & remote) • Focus groups • Triads/Dyads • Ethnography (in-home/on-the-go) • Mobile diaries • Online communities/forums • Shop-alongs • Concept/stimulus testing • Usability/UX evaluation
YULIA ZHILKINA
Founder & Research Director, MarketQualResearch
Credentials
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19 years across qualitative research, consumer insights & strategic marketing
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6 years at Millward Brown / Kantar & client-side experience at Dior / LVMH
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500+ projects supporting brand, product, CX & innovation decisions
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Creator of MQR proprietary methodologies
CLIENTS & PARTNERS (selection)
A concise selection of brands and agencies we’ve worked with. Project details are shared under NDA when authorized.
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