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Probe Qualitative Research


Probe Qualitative Research
Probe Qualitative Research is one of India's leading qualitative research groups and has executives specially trained in India and overseas in qualitative research methods.

Drawing on learning from ethnography, psychology and anthropology. It has created an array of validated tool-kits for product innovation, communication and brand development.

PQR has created an array of validated tool-kits for product innovation, communication and brand development.

Probe Qualitative Research (PQR) was established in 1979, in the belief that qualitative research demands expertise and training inputs of an exceptional kind. From its inception PQR has been associated with leading international qualitative research organizations. It is the largest and fastest growing qualitative research organizations in the country.

PQR provides research which is analytical and actionable which seeks to resolve particular client problems and questions providing future direction. It also provides high quality insight and multi-disciplinary exploration of consumer motivation and behaviour through a strong base of multilingual research executives and moderators.

Our Studies

Some typical studies conducted by PQR:

  • Brand Positioning Development
  • New Product Development Research
  • Creative Development Research
  • Brand Name, Logo, Pack Label Research
  • Company Image

Research Tools

Focus groups, triangular interviews, extended groups, depth interviews, observation research, paired interviews and ethnographic research. Projective and enabling, the generally used techniques are:

  • Collage
  • Psychodrama
  • Psychodrawing
  • Synectics
  • Obituary
  • Analogies and Personification
  • World View
  • Word Associations
  • NLP

PQR's models and processes:
NLP - Neuro Linguistic Programming : information through the five senses is neurologically processed; language is used to classify, order and express these sensory experiences and patterns of behavior are used and re-used to achieve a particular result.

TA - Transactional Analysis - 3 basic states of mind - Parent: beliefs, values, judgments. Adult material, logical thinking. Child Emotions, desires, loves hates.

Semiotics - Study of the signs and symbols of a given culture. Decoded at three levels:

  • The sign itself and the way it conveys meaning
  • The code or referential system in which the sign is organized and within which the process of signification takes place
  • The cultural system or systems of knowledge within which the codes operate

Semiotic research is used by PQR to decode:

  • Advertising and what it means to consumers
  • Differences in brand personality
  • Symbolic behavior or communication
  • Ways of strengthening brand values and equity

Contact Us

Rohini Abraham

Sr. Vice President

This e-mail address is being protected from spambots. You need JavaScript enabled to view it


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