Qualitative Research

Qualitative Research is exploratory - it explores questions such as who, what, when, where, why and how.

Qualitative Research is directional - it is used to learn how people in a specified population feel, not how many people feel that way.

Qualitative Research is used to:

• Explore a subject through the eyes of people whose opinions should matter, such as: customers, prospects, distributors, etc.
• Understand behavior related to decision making processes
• Identify and define the issues surrounding a product or service
• Identify and discuss issues relevant to customer acquisition and retention, e.g.:
  • What does the market want and what is our image
  • How can we improve our product(s) and service
  • What are our strengths and where are we vulnerable to competitors
  • What adds value to our product/service
• Test initial response to new product ideas, prototypes and ideas for advertising
• Learn category issues such as terms, phrases used and technical issues relevant to the product or service being tested
• Develop and test questions for quantitative research

TwentyTen Research conducts three primary types of Qualitative Research:

• Traditional Focus Group Discussions
• Projective Groups
• Category Dynamics