Qualitative Services
Qualitative research is conducted with a smaller number of subjects. Results cannot be projected to wider groups, and statistical analysis is usually not reliable. Qualitative research is most appropriate when in-depth information is needed and/or when little is known about the topic being studied. This type of research allows for follow-up questions, group discussion and observation of emotional reaction.
Qualitative research can help you…
- Develop hypotheses
- Understand the feelings, values, and perceptions that underlie and influence behavior
- Capture the language and imagery customers use to describe and relate to a product, service or brand
- Generate ideas for improvements and/or extensions of a product, line or brand
- Uncover potential strategic directions for branding or communications programs
- Understand how people perceive a marketing message or communication piece
- Establish parameters (i.e., relevant questions, range of responses) for a quantitative study
- Explore specific information obtained in a quantitative study
