Slovenia from 1992
Croatia from 1995
Albania (Mediana sh.p.k.) and
Serbia (Mediana Adria) from 2007
Macedonia (Mediana Marketing solutions) since 2011

Qualitative research methods

Focus groups

  • At group discussions, an informal conversation is held about a certain topic in a group between 6-8 participants. Participants are lead by an experienced moderator, who is specially prepared for individual project. The conversation lasts about two hours during which the participants give numerous information about their opinions, views and beliefs.
  • All participants are selected at random depending on the aims of the research and don’t know each other.
  • Client has the option to follow the focus groups through the one-way mirror.
  • Advantages of focus groups:


    • Encouraging the participants to a more detailed thinking about their beliefs, habits, opinions, …
    • Studying of participants in a natural, every-day environment.
    • Possibility of reacting to and amending other participants in the group.
    • Direct interaction of researcher and participants.
    • Identification of subtle differences in expressions and meanings.

Mini focus groups

  • Mini focus groups are conducted in the same manner as regular focus groups with the difference of fewer participants (about 3-4). This way, the researcher can pay more attention to the individuals to get more in-depth information from them as in usual focus groups.

In-depth interviews

  • In-depth interview takes place in the manner of a relaxed conversation about previously determined topics. In-depth interview is open enough that the respondent can express his opinions and views. In-depth interviews are most commonly used when we wish to gather opinions from experts about a certain topic or trends in this area or simply when we wish to learn more about the topic of the conversation.
  • Advantages of in-depth interviews:
    • Examining in-depth information, as for instance reasons for a certain phenomenon or actions, identification of specific emotions

Ethnographic studies

  • Ethnographic studies are one of the most in-depth methods of getting to know the consumers. Researcher spends a longer period of time doing fieldwork and uses the method of observation to determine what people are doing and consequently evident whether they are doing what they said they are doing. Ethnographer gathers extensive understanding of people, organizations and wider context in which they are all present.
  • Advantages of ethnographic studies
    • Ethnographic studies are an excellent tool for gathering information with in-depht insight into social and organizational contextDesktop research

Desktop research

  • Desktop research is an overview of existing/secondary data.
  • Advantages of desktop research:
    • quick and less expensive

Mystery shopping

  •  Mystery shopping as a method enables us to form an image about customer satisfaction in the place of sale. Mystery shopping is designed for following and evaluating the interaction between the buyer and the sales person. It is a tool that can significantly better the sale process and increase the level of customer satisfaction. Results of mystery shopping need to be analyzed by comparison with previous mystery shopping results and not as individual events.
  • Advantages of mystery shopping:
    • discovering key elements and shortcomings in the process of delivering the service
    • focus first and foremost on the process of the service and exact identification of shortcomings