qualitative research

Depth Interview; the Answer to Complex Qualitative Issues

The depth interview is the basic technique of qualitative research. It can be performed by the means of – among others - individual unstructured interviews, group discussions, focus groups and synectic groups. Basically, this area of research comprises of non-directive interviews in which the respondent is encouraged to talk about the subject in more detail, [...]

June 21st, 2017|Articles|

Projective Techniques in Concept Research

Qualitative market research is often aimed at increasing understanding of consumers’ thoughts and feelings toward brands, products, concepts, advertising, social issues and other important topics. Projective techniques are indirect methods used in qualitative research. These techniques allow researchers to tap into consumers’ deep motivations, beliefs, attitudes and values. This is important because psychology has told [...]

June 20th, 2017|Articles|

Introduction to Qualitative Research in Medical Market

Data is quite often inappropriately described as “hard” or “soft”; this should not endorse numeric data as being superior to non-numeric data. All data needs to be interpreted in order to result in insight. Numeric data do not automatically result in that, they also need to be fully understood and the person leveraging the data [...]

May 26th, 2017|Articles|