Qualitative Research

Qualitative research is used to discover and explore attitudes, behaviors, opinions, values, and more. It tackles topics quantitative research cannot, such as feelings people associate with certain brands or values related to specific products. Common methods include ethnography, focus groups, and in-depth interviews (IDIs), which may be conducted in person or online.

Quant versus Qual: No longer meaningful?
Are the categories of quantitative and qualitative research still meaningful? Many market researchers refer to the categories of quantitative and qualitative methods when describing our profession. Some specialize in one or the other, some equally cover both. It’s a perfectly fine categorization that is universally used. But is it time for a refresh? Our profession has changed in recent years; shouldn’t our way of defining it?
Managing Focus Groups: How to create a dynamic conversation, with great results
A great focus groups sparks their creativity—whether for sales, marketing or product development ideas. So many business professionals crave an authentic opportunity to learn directly from their target market, and a well-recruited, professionally moderated focus group can be a great way for them to have this experience.
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Intro to Ethnography

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