Qualitative Research

What is Qualitative Research

Qualitative research is used to understand human behavior and the reasons for such behavior. It is a method of research in various academic disciplines like the social sciences, but it is also employed in market research.  Qualitative data is usually difficult to represent in mathematical terms.

Purpose of Qualitative Research

The qualitative method examines the why and how of decision making.  In market research, focus groups are utilized to learn more about people’s opinions, beliefs or perceptions in regard to products, services, or advertising.

Forms of Data in Qualitative Research

• Focus groups / Group discussions
• Interviews
• Observations
• Pictures
• Texts
• Other Relevant Materials

Qualitative Research and Persuadable Research Focus Groups

Persuadable Research has years of expertise in focus groups. Our online focus groups afford greater objectivity than a traditional focus group setting, because participants cannot see the body language of the other participants. In our relaxed, anonymous online environment, focus group participants feel at ease and are ready to share their thoughts without intimidation. From the client's point of view, our online focus groups can be conducted from anywhere in the country, without travel expenses. Further, each participant can represent a different section of the country. Clients can watch, too, just like standing behind a two way mirror. The client need only sit back and relax!  Call Charles at (913) 385-1700 ext. 302 for details on focus groups.