Methods

The digital revolution means that the behaviour of consumers and clients, employees and partners is constantly changing. Social structures and markets have become more complex and the rate of change is accelerating. Each new trend follows on the heels of the last. The Internet, an infinite virtual space filled with information, work and sales activity, is contributing greatly to increasing diversification.

The multitude of products and services available, high saturation levels and immoderate expectations in terms of availability and gratification in Europe have given rise to a questioning of fundamental social values: sustainability, upcycling, minimalism, change management, pressure to reform and the work-life balance.

Qualitative social research will only be able to manage these developments if it frees itself from outdated, rigid ‘patent remedies’ and adopts more flexible methods to fit in with current events, while retaining strict scientific standards.

Our interdisciplinary network enables us to combine sociological, ethnological and psychological approaches, which gives our analysis of the verbal, written and non-verbal expressions of end customers, partners, staff and experts a greater weight and informative value.