Qualitative Research

Qualitative Research

Qualitative research is exploratory research used to gain an understanding of underlying reasons, opinions and motivations.

Our Qualitative services include:

QUALITATIVE APPROACHES

GROUP DISCUSSION
IN DEPTH INTERVIEW
PAIRED DEPTH INTERVIEW
TRIAD

A focus group discussion is a group of interacting individuals who are unknown to each other and brought together after selected based on certain characteristics that relate to the topic of discussion. Focus groups offer depth, nuance, and variety to the discussion that would not be available through surveys.

The goal of the interview is to explore in depth a respondent’s point of view, experiences, feelings, and perspectives. You may want to conduct in-depth interviews instead of focus groups if the topics you wish to explore are highly sensitive in nature.

A type of depth interview where there are two respondents, who may know each other, or may be recruited as strangers. If known to each other, they are sometimes referred to as a friendship pair. If not known to each other, participants may be recruited as having similar behavior and interests, or as a conflict pair.

A form of depth interview involving three participants, who may or may not know each other. Because there are fewer participants, triad offers an opportunity to hear each participant’s views in more depth, and is a good way to test more complex materials.

A group discussion involving fewer participants than usual, it’s a transitional form between individual and collective qualitative research methods.

Telephone depth interviews are a cost-effective qualitative methodology.Tele-depth interviews are ideal for difficult recruiting projects involving hard-to-reach individuals.

Ethnographic research usually involves observing target respondent in their natural, real-world setting;In order to reveal the concealed feelings of the respondentswhich cannot be obtained by verbal means because people are not always inclined to express themselves openly or they often do not realize the motives of their behavior themselves.

Participants are given a website address and login information so they can take part online and share their thoughts with great clarity and depth in bulletin boards. They log in at their convenience resulting in more time spent on the research and rich insights that go deeper than the average focus group.

MINI-GROUP DISCUSSION
TELE-DEPTH INTERVIEW
ETHNOGRAPHIC STUDY
ONLINE BULLETIN BOARDS