Qualitative Research Service

Qualitative research is aimed at gaining a deep understanding of a specific organization or event, rather than surface description of a large sample of a population. It aims to provide an explicit rendering of the structure, order, and broad patterns found among a group of participants. It is also called ethno methodology or field research. It generates data about human groups in social settings.

Qualitative research methods are continually evolving, as patterns and styles of human interaction and communication change. Current research may include:

Focus groups
In-depth interviews
Dyads, triads, buddy groups
Online focus groups
Online bulletin boards
Webcam interviews
Mobile qualitative
Online communities/MROC moderating
Social media monitoring

Types of Qualitative Research

Exploratory Research to understand the attitudes and perceptions that shape and drive purchase behavior

Concept or Product Development to identify new product opportunities or refine those under development

Positioning to powerfully differentiate a company or brand from its competition

Branding to explore the current equity of a company or brand or to explore new branding directions

Communications to enhance the effectiveness of advertising and other communications programs

Naming, Packaging to explore what various alternatives communicate and how to refine and select from among them

Technology/Web to explore new technologies and communications tools and optimize their ability to reach and form a relationship with your consume