An interactive focus
Qualitative research provides depth and insight, typically exploring reasons behind; opinions, motivations, perceptions and actions. It can be used effectively on its own, to inform the development of quantitative research or to explore survey findings.
The nature of qualitative research lends itself typically to face-to-face and telephone methods to gather information from smaller samples which are interviewed in more depth than is characteristic of quantitative research.
The interview process is less structured, allowing respondents to fully explore and consider the reasons influencing their views.
Offering all areas of expertise to support your qualitative research, we can provide the full survey serivce from design through to interpretation of findings and recommendations. Alternatively, we can advise on any area or undertake any specific activity, such as facilitating at a focus group, to support in-house research.
Specific areas to consider in qualitative research:
- Defining the survey objectives to generate actionable and relevant findings
- Effectively defining and engaging with the target survey population
- Deciding on sample size and profile
- Analysis and interpretation of the data.
Our qualitative research provision includes:
- Research and survey design
- Sample design
- Questionnaire design
- Fieldwork - focus groups, workshops, and face-to-face and telephone depth interviews
- Data analysis
- Detailed reporting based on in-depth interpretation and actionable results
- Insight, recommendations and direction.
As with all aspects of our work, our qualitative research is conducted in accordance with the Market Research Society Code of Conduct.