Qualitative Market Research

We have vast experience in conducting qualitative market research and utilise a range of research methodologies including focus groups, depth interviews, observational research, telephone depth interviews, online focus group discussions and usability testing of websites, applications and print advertising.

Qualitative market research is extremely effective and addresses information that cannot be 'quantitated'. Qualitative research deals with real people and takes an opinion based approach to analysis. It provokes thought and discussion amongst participants often resulting in insightful feedback on client issues.

A classic example of qualitative research would be a focus group based research project where the client wishes to determine the best creative material to be used in a proposed advertising campaign.

Qualitative market research can be undertaken on it's own or can be complimented by quantitative market research.