We use proven qualitative research methods to uncover what really drives your customers. Depending on the target group, we could employ online and/or face-to-face research tools. Our approach reveals the deeper story behind consumer behaviors, perceptions, and attitudes—giving you insights that go beyond the surface. We don’t just tell you what people do – we reveal why they do it, empowering your brand to connect with customers on a more meaningful level.
We Discover
- Why people choose certain brands over others
- How context shapes decision-making and influences brand perception
- The emotions and motivations behind customer actions
As most consumers have difficulties expressing their real feelings and attitudes, we employ a variety of different projective techniques (e.g. non-verbal techniques like photo sorting) to help us dig beneath the surface.
After many years exploring Myanmar's culture, we've become experts at decoding how social norms impact perceptions and behaviours - and, in today's fast-changing context, we stay tuned to emerging trends, paying close attention to the contradictions arising from the staggering speed of change.
We approach each project with a fresh & creative eye, asking the obvious and not so obvious questions to uncover strategically-meaningful human truths.
We keep the business objective in mind at every stage of the project from data collection through to analysis to ensure actionable recommendations tailored to your specific needs.
Our Toolbox
Our Facilities
Stay connected to your research wherever you are—we live-stream and record Focus Groups from any fieldwork location so you can participate remotely. MSR has one-way mirror facilities in Yangon and Mandalay, and we run Focus Groups anywhere in the country where clients can visit and follow via CCTV.
