Qualitative research is designed to reveal behaviors and the perceptions that drive them with reference to specific topics or issues. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive. It does not count, measure or offer statistical validation, nor determine the best product concept or price point.

If qualitative research is the approach that will help you with: new product generation or development; to investigate current or potential products, services or brand positioning; to investigate marketing strategy; understanding the strengths and weaknesses of products or brands; understanding the dynamics of purchase decisions; studying reactions to advertising or public relations campaigns and other marketing communications; studying reactions to graphic branding or package design; exploring market segments, such as demographic and customer groups; studying emotions and attitudes on societal or public affairs issues; assessing the usability of websites or other interactive products and services; understanding perceptions of a company, brand, category or product; or determining consumer language as a preliminary step to develop a quantitative survey – please click on any of the services to the right to further explore. 

To request a quote for qualitative services, please click on the “Request a Bid” link.