Qualitative Research

Qualitative research is used to explore and understand perceptions, values and experiences. Data is typically collected in an unstructured manner, through interviews and observations, using open-ended questions and conversational probing. 

We specialize in in-depth telephone and in-person interviews. We feel that these techniques deliver the highest quality information, with the greatest scheduling flexibility, at the lowest cost to our clients. 

We can also arrange and conduct focus groups and company focus sessions, primarily when the research objectives involve ideation and brainstorming, and respondents can be readily recruited. 

When should I use qualitative research?

Qualitative research is the right tool to use when you want to:

  • Understand individual perceptions, values and experiences that influence customer behavior and motivations.

  • Determine the next phase of a staged product development or marketing plan.

  • Develop hypotheses for subsequent testing.

  • Support the development of a quantitative survey.

  • Vet a potential merger/acquisition target.

The success of our projects was in part due to the quality of research, but more likely due to Carol’s analysis and understanding of the bigger picture.
— Marketing strategist for regulated companies

Contact us to learn more.