Wilson Qualitative Research Consultants (WQRC)

WQRC is a predominantly qualitative full service outfit with an accumulated experience covering the widest spectrum of themes and industries, in both BtoB and consumer fields. WQRC takes pride in being a dedicated ‘hands-on’ partner dedicated in helping clients approach and understand the French market. Pulling from 25+ years of practice, WQRC offers real marketing expertise and added-value, helping brands not only capture but also comprehend what is in the French user and consumer’s minds.

Service Range

  • Qualitative primary research.
Minimum Service for Primary Research

  • Qual: moderating.

Including any preceding tasks leading up to this service level.

Item ID: FRA08WRA Category: Tags: ,


WQRC’s ‘raison d’être’ is understanding consumers and more generally users, not only their behaviours but also everything that can explain them, what they feel, think, know and do (or aspire to do, would do). We provide our clients, be they The Client or an agency working for a client, with answers and advice as to how to adjust the ‘offering’ and more broadly the positioning – of product and/or brand – for greater results because we believe that getting the positioning right is what it’s all about.

WQRC is about helping you getting the most useful information and knowing how to interpret it to transform it into valuable insights on which to ground strategy and marketing actions.

Whether New concept testing, Product development, Brand imagery and Advertising, Website user experience, etc. we are able to help using classic as well as online qualitative approaches, not forgetting ethnography.

WQRC areas of expertise include many fields and topics, both BtoC and BtoB. Last but not least, WQRC prides itself in the ability to work with equal comfort and efficiency in French and in English and in being small and totally involved in every project, putting as much thought into both the strategic and the details.

Qualitative Research

In-house Consulting Capabilities

  • Survey (methodology) designing.
  • Guide and screener development.
  • Summary reporting in writing.
  • Full reporting in writing.
  • Reporting by means of an in-person executive presentation.
Operational Capabilities

  • Recruitment with incentives.*
  • Moderating.
  • Translation of guide and screener.
  • Venue, hospitality and equipment.*
  • Simultaneous translation to English.*
  • English transcripts.

* Outsourced.

Data Collection Methods

  • Venue based focus group discussions.
  • Online focus group discussions.
  • Venue based indepth interviews.
  • Work place indepth interviews.
  • Home based indepth interviews.
  • Online indepth interviews.
  • Telephone indepth interviews.
  • Online bulletin boards.
  • Home based observations (e.g. ethnographic studies).
  • Retail based observations (e.g. shopping accompaniment).

  • Consumers.
  • B2B services.
  • Industry experts, professionals, specialists, industry observers.
Direct Field Resources

  • France.
Industry Sectors

  • No specialisations.
Industry Exclusions

  • None.

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