Turning Questions Into Answers
Because it’s not about the data, but determining the right approach and gaining a deep understanding of what the insights mean. Qualitative research is designed to reveal a target audience’s range of behavior and the perceptions that drive it.
Our trained moderators act as strategic alliances throughout the research process…they don’t simply conduct marketing research sessions for our clients. Through discovery/scoping meetings, we participate in every research phase, gaining an accurate understanding of the research objectives, question creation, exercise development, facilitation, and analysis. No matter the topic, our consultants will work to become educated in your field to ensure accurate research steps.
Reporting and Analysis: As experts in the extraction of insights, our moderators are able to create reports at any level of detail required. Whether it is with a summary of actionable items or a fully detailed report with corroborating evidence behind each action item, our clients walk away with key understandings of the findings and steps to move forward.
Qualitative research methods include in-person, online, in-context or via telephone:
- One-on-one in-depth interviews (IDIs)
- Group discussions
- Diary and journal exercises
- In-person observations (ethnography, etc.)
Qualitative research leads to insightful results when all of the following apply:
- An experienced researcher is onboard who, alone or working with a team, is responsible for the design, moderation, and reporting of the qualitative research.
- There’s elimination of internal bias.
- The maintaining of confidentiality is a priority (and whenever possible the end-client/research sponsor remains anonymous to the respondent).
- An expert is in charge who understands:
- how to best capitalize on the synergy between respondents (when in a group setting — respondents are building on each other’s comments and ideas);
- the dynamic nature of the qualitative research process;
- how to engage respondents in a more active manner than is possible in more structured/scientific quantitative research;
- when and where to probe (reaching beyond initial responses and rationale);
- how to interpret non-verbal communication (body language/queues, the intonation of voice, etc.);
- creative methods for engaging respondents (projective techniques and exercises) to garner spontaneous reactions; and
- It is not used in place of or presented as quantitative/predictive research.