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Qualitative Research

Qualitative research is the best tool for getting a deep understanding of your consumers’ reasons, opinions, and motivations. This can provide insight into the specific research problem, or help you develop hypotheses for additional quantitative research. What’s most appealing about qualitative research is that it allows you to dig deeper and get beyond the surface level responses.

There are many methods that can be used to conduct qualitative research:

  • Interviews - one-on-one conversations that dive deep into the topic at hand.
  • Case Studies - collections of client stories from in-depth interviews.
  • Expert opinions - high-quality information from well-informed sources.
  • Focus Groups - in-person or online conversation with small groups of people to listen to their views on a product or topic.
  • Open-Ended Survey Questions - a text box in a survey that lets the respondent express their thoughts on the matter at hand freely.
  • Observational Research - observing people during the course of their habitual routines to understand how they interact with a product, for example.

The most critical requirement for successfully using these qualitative research techniques is to find research partners who have the expertise, training, and experience to conduct them appropriately. Our team consists of well-trained, qualitative researchers with broad expertise and experience across a wide variety of industries. We can help you choose the optimal approach for your marketing research project.

We are the leading provider of qualitative market research services for more than 40 years with specialties in Pharmaceutical, Healthcare, Lottery and Politics. Our goal is to understand our clients’ needs and provide them with quality service in a timely fashion, at a competitive price.

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