social-qualitative.com combines two different approaches that nowadays need to be kept together:

• Qualitative and quantitative integrated research, developed by Umberto Avanzi, in his 30 years of experience as research manager and partner of Lexis Ricerche
• Qualitative research developed by a group of senior consultants, experienced users of social media, web 2.0 and cutting-edge web-oriented approaches

Our approach is ‘qualitative’ in that it focuses on emotional aspects and on a motivational approach to research. It is also ‘social’ since we regard the web both as a subject and a tool for research: such activities as ‘buzz’ and ‘word of mouse’ are resourceful assets to our job