Qualitative Research

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Qualitative research is a method of gathering non-numerical data, meaning data on the ‘why’ behind things – the thoughts, concepts, opinions, and definitions. This research is extremely useful for finding out what consumers think about your products and services in an expressive sense; finding out information that isn’t conveyed in quantitative data through stats and numbers.

Services we provide for qualitative research

Our research methods associated with qualitative research revolve around panellists, whether in groups or individually, working together and discussing the products or services being tested so that we can find out more about the thoughts and feelings associated with them. These methods include:

  • Creativity groups – panellists use creative activities and games to express their thoughts about a product or service.
  • Assisted workshops – These group workshops involve both our panellists and representatives from your company working together, allowing to hear their thoughts first hand.
  • 1-2-1 interviews – A member of our team will have a casual interview with a panellist, coming prepared with key questions that you’ve pre-approved.
  • In home placement – we’ll shadow a panellist in their day-to-day life, such as at home or out shopping, to better understand how your customers interact with your products or services.

These are some of the best examples of qualitative research methods that we offer, with more also available should these be required. Get in touch with us today if you have any questions about our methods, or arrange an initial consultation so we can work out the best methods to use for your needs.

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