Qualitative Research
Often called exploratory research, qualitative research allows companies to research issues with customers in an in-depth manner. While qualitative studies usually aren’t designed to give precise answers, they can give great insight into the behavior of potential and current customers, their rationale for making decisions, and factors that can motivate them to purchase.
Ideally, if budget permits, qualitative research should be preceded or followed by quantitative research depending on the business questions under scrutiny. In some cases, best results are obtained when they are used simultaneously using a technique we developed, called Survey Spotlighting™. This technique allows gathering qualitative in-depth information on selected topics while collecting quantitative data
In the realm of qualitative research, we conduct not only traditional focus groups, in-depth interviews, and uninterrupted observations, but also have developed several approaches to obtain richer information including online focus groups, online ethnography and alternative methods to usability testing with no geographic boundaries.
- What are the feelings, perceptions and thinking of people about issues, products, services or opportunities?
- How is “satisfaction” with our services defined and what are its relevant ingredients?
- What are the training needs of our employees?
- How user-friendly is our Web site?
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