Qualitative Research Methods include:
Discussions conducted with groups of 8 - 12 individuals. These
sessions are usually run over a 2 hour period and held in central
viewing facilities to allow for easy viewing. These sessions help
illuminate respondent's attitudes towards topics such as new services
or products and advertising and create a lively and creative forum
for group interaction.
These sessions are usually comprised of 3-4 individuals. They
enable greater levels of in-depth understanding of individual's
attitudes and beliefs, and yet still provide a forum for stimulating
and creative group discussion.
One-on-one interviews are typically recommended when in-depth
information is desired or where respondents are geographically
disperse. They are also the best option for sensitive topics where
respondents may be hesitant to share within a group context. In-depth
interviews are also often the method of choice for interviewing
very senior executives.
Global research can be a challenging task, and one that requires
more than just local marketplace knowledge. An understanding of
how to apply the best qualitative methods and techniques in a
culturally sensitive way and yet still allow for the comparison
of results across markets is fundamental to data quality and your
Behavioral Insights carefully considers screening
criteria, geographical coverage, data collection methods, and
length of interviews to allow for cultural differences. We have
a team of trusted researchers across the globe - bringing you
the best local moderators in each country, highly trained simultaneous
translators and facilities to meet your research needs.