This document summarizes a presentation by GfK Turkey on qualitative research methods. It discusses GfK's Smart Discovery approach, which uses a variety of qualitative methods including observation, interviews, and digital tools to gain a holistic understanding of consumers. The approach aims to understand consumer decision making from both a broad and deep perspective. Two case studies are presented that used this approach to study customer journeys in a mobile phone shop and car dealership. Key findings provided insights to improve the customer experience.