Qualitative Research
Qualitative research is a method of inquiry appropriated in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Our qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behaviour. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed (and collected) rather than large samples.
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Focus Groups
Focus Groups have been around in the business world for years. When we conduct focus groups, as a form of qualitative research, a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, idea, service, concept, advertisement or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. In the world of marketing, focus groups are seen as an important tool for acquiring feedbacks on new products.
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Data Collection
Our qualitative researchers typically rely on the following methods for gathering information: Participant Observation, Non-participant Observation, Field Notes, Reflexive Journals, Structured Interview, Unstructured Interview, Analysis of documents and materials. The ways of participating and observing can vary widely from setting to setting. Participant observation is a strategy of reflexive learning, not a single method of observing. In participant observation researchers typically become
Read more Make your voice heard
If you can’t express your ideas in a way that makes other people understand and care about them, you might as well not have any ideas. This is how most of the time people respond to ethnic minority issues. We conduct on a regular basis various focus groups and other market research related study and reporting among ethnic minority communities and we could very well offer you an opportunity to make your voice heard. Click here to sign-up and join our database.
