Qualitative research
techniques are designed to uncover the attitudes and motivations that drive consumer
perceptions and behaviors. They focus on
consumers’ perceptions, attitudes, expectations and values. This type of research does not aim to count
responses, but to gauge the range of responses and uncover the motivations and beliefs
behind them. Qualitative research techniques
are designed to:
Ø
Identify issues or factors that influence behavior, product or
service use or brand loyalty.
Ø
Understand motivations for preferences.
Ø
Build a base of knowledge around consumer and market terms,
expectations and values.
Ø
Focus future research efforts -- including quantitative studies -- on
the issues that matter most.
Qualitative research involves carefully chosen but open-ended questions asked by
experienced moderators and interviewers who know how to direct a discussion without
defining it and how to question thoroughly without leading a respondent toward a
particular answer. Qualitative research often
involves recognizing and interpreting body language and paying attention not only to what
is said and how, but what is not said and why.
Our dynamic staff of professional moderators, trained in a variety of techniques and
applications, works hand-in-hand with our clients throughout a project. Supported by an experienced engagement team, our
approach ensures involvement at every stage by a dedicated research analyst throughout the
project. Our focus
group and personal interviewing facility in Cleveland, Ohio provides clients with
access to one of the largest and most modern facilities in the region.
