Qualitative research is comprised from group discussions based on exclusive debate and opinion exchange, and enable to investigate the searched area more in-depth and accurately.
Qualitative research is conducted through the following research methodologies:
In-depth interviews - face-to-face interviews with consumers
Executive interviews - business-to-business in-depth interviews at the executives' offices
In-Home Visits
Mystery shopping
Focus groups with 8-12 participants, mini groups, triads, dyads
Mystery Shopping - the trained interviewers visit relevant points as real customers to reveal the quality of service, professional level of the employees and shortcomings of customer service. Focus Group Discussions - the participants for group discussions are selected based on the screening questionnaire, developed on predetermined quota. The respondents are rewarded for participation at the end of the discussion.
The groups are led by professional moderator having wide experience on Psychology, Sociology and Marketing Research and also having enthusiasm to discover more details during the discussion.
Rooms for group discussions are specially equipped with:
One-way mirror
Inconspicuous camera and microphone
Audio and video recording equipment
Adjustable table
White board
The rooms are designed in living room style to ensure an informal atmosphere and the participants are provided with light meals and drinks (tea, coffee, soft drinks, cookies and fruits). Upon client's request, a room for group discussion can be leased in special facilities outside the research company.
WHEN DO YOU NEED QUALITATIVE RESEARCH?
When you need...
To identify consumption habits of consumers more accurately and to examine their motivations more in-depth
To learn consumers' opinion about the services or products going to be offered
To learn attitude/reaction of consumers towards a new product or service
