Qualitative Services

Qualitative research techniques can include focus groups, in-depth one-on-one interviews, brainstorm groups, story completion expert panels, triads and others.

The intent of qualitative research is to gain insights into consumer attitudes, beliefs, motivations, and behaviors - the soft stuff. It provides insights that go below the surface. It draws out subtle, complex aspects of a product or service under review.

Our clients use information gleaned from qualitative research to…

• Generate ideas for new products, services or just a new way of doing business
• Understand the purchase decision-making process
• Fine-tune an advertising campaign, or, completely design an advertising campaign
• Explore customer reactions to changes being considered
• Determine why a product or service is not doing well in the marketplace
• Gain feedback on the look, feel and usability of websites

A good qualitative researcher:

• Works hard to understand your business problem by ‘doing their homework’ before data collection process begins.
• Is ‘quick on their feet’ and can ask appropriate questions outside of the pre-determined questioning outline in order to better meet clients’ objectives.
• Is likable, cordial and easy-to-talk-to. Qualitative research participants should feel comfortable with this person and want to ‘open up’ to him or her.
• Monitors the recruiting of your research participants very closely. Who you talk to is as important as what you ask.
• Has strong working relationships with facilities (focus group, etc.), and knows the weaknesses and strengths of each.
• Can bring insight to your data from other similar projects they’ve completed.
• Can be present your results internally in compelling, convincing, and credible way.