Qualitative research

Qualitative research provides in-depth information from a relatively small number of people and is most useful in complex situations, exploratory research, new product development and forming the basis of larger quantitative studies.

Our qualitative research techniques include-

Implicit research- which uses projective techniques to identify underlying attitudes and perceptions that do not normally surface in interviews or traditional focus groups. The results enable you to map perceptions of your organisation or product against psychographic profiles, experimental products and your competitors; and

Executive in-depth interviews- which are often the only way to explore complex issues with key stakeholders whose time is limited. Using senior consultants ensures the quality of feedback needed for this type of research.

Quantitative research

Quantitative research provides validated facts about a known group of customers, staff or public that can be used for projections and decision making. This often incorporates sophisticated techniques drawn from the disciplines of psychology and economics.

We use a sensitive approach with respondents and advanced statistical tools to

Create customised customer satisfaction indices;

Identify market segments requiring particular attention;

Pinpoint critical areas for issue management purposes;

Gauge needs and expectations; and

Measure the trade-offs customers are willing to make between product attributes and price.