Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.
It is exploratory in nature and seeks to answer the questions why, how, what, when, where, and who.
How can we help you?
Our qualitative approaches include Focus Group Discussions, In-depth interviews, consumer panels and retail observations.
Some common methods include focus groups (group discussions), individual interviews, and participation/observations.