Qualitative research relies on in-depth discussions rather than numerical analysis to provide a window into the consumer’s perspective of the market which quantitative data alone can’t uncover.
Our qualitative research methods are:
Focus groups: The use of focus groups is helpful for identifying attitudes towards an idea or product and for shedding the light on the “why not?” and “how?” questions. Using our process of collecting the representative samples of a business’ target market, we will be able to conduct a SWOT analysis from your target market’s point of view.
In depth interviews: With 1 to 2 hour sessions with the target market sample individually, participants will be more open to sharing their ideas and opinions.
Home visits: Approaching the target participants for interviews in their homes, where they will be more comfortable, will help us learn more about them and their habits.

Qualitative studies include:

• New product/service idea generation 
• Studying current and potential product or service brand positioning
• Strengths and weaknesses of products/brands
• Understanding the dynamics of purchasing decisions 
• Pre-advertisement testing
• Understanding perceptions of a company, brand, category, and product