Dedicated to those who are just getting acquainted to qualitative research, this page is a verbose source of information on various aspects of qualitative research, focus groups and interviews. Also we provided a Glossary of Terms, with plain language explanation of various qualitative research related terms.
For more information, please contact us for consultancy in designing a qualitative research project
When do I need qualitative research?
What not to expect when conducting
qualitative research?
How to design a qualitative research
How can I optimize the quality of the
results I am getting?
Qualitative research is usually designed to provide answers to the question why (do people behave or perceive things in a certain way). The qualitative approach goes deeper into the underlying values, surrounding feelings and psychological explanations of the visible conducts. The qualitative researcher's work resembles to what all of us have experienced as children when, driven by an unstoppable force, have taken apart the toy car's components one by one, in order to reach the mechanism that was making it move (and more, decomposing even the mechanism itself, in the attempt to answer all our questions of the “moving” world).
You can rely on qualitative research when you need to:
  • Understand the feelings, attitudes, perceptions or beliefs of you target group or prospective target groups.
  • Identify the needs that drive people's conducts.
  • Understand their relationships to brands.
  • Generate new ideas (for product or service development, for strategy or advertising development etc.).
  • Explore sensitive issues, abstract concepts and complex ideas.
  • Capture people's real, emotional and even non-conscious reactions to products/ services, concepts or advertising material.
  • Hear consumer language and get a reality grip.
  • Be flexible during the research and make changes on the go.