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Qualitative Research
We believe sound qualitative research is a vital component in decision-oriented marketing research. It is especially useful in developing hypotheses about consumer
motivations and in helping us understand a topic from the consumer's perspective, in the consumer's own language.
Qualitative research (which is characterized by free-ranging, open-ended interviews among a limited number of respondents) is primarily an exploratory and/or a motivational
technique. It is used to identify important marketing variables and to suggest the relationships among those variables so that quantitative techniques can be utilized.
We emphasize nondirective and projective interviewing techniques in our qualitative investigations because we believe these methods produce
the most inclusive and unbiased results. Everyone in Client Service at Decision Analyst is trained in focus group moderating and/or depth interviewing techniques.
Our qualitative research is marketing-oriented (as opposed to a psychological or sociological orientation). We emphasize questions and issues of marketing
significance in our qualitative investigations and analyses. Decision Analyst offers both in-person and online qualitative research services.
Experienced Qualitative Consultants
Decision Analyst has over 3 decades of qualitative research experience and is one of the pioneers in adapting qualitative research to the Internet. Our moderators can
recommend the qualitative technique (online or in-person) best suited to your research needs.
For more information on our Qualitative Research services, please contact Gwen Ishmael, Senior Vice President, Director Insights & Innovation, (gishmae@decisionanalyst.com)
or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
Additional Resources From Decision Analyst
Qualitative Research Services
Qualitative Research Brochures
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