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Qualitative Market Research Tells You "Why"

There are times when the “why” is more important than the “how many.” When that is the case, qualitative market research offers an excellent opportunity to understand decision processes, capture reactions, and create a rich and deep record of the respondents’ reactions and thoughts. It can be used alone or as preparation for or as follow-up to quantitative market research. Polaris’s qualitative researchers have strong business and research backgrounds and years of experience in using qualitative research to meet clients’ needs.

In-Depth Interviews

In-depth interviews (IDIs) are one-on-one conversations between an experienced interviewer and a qualified respondent. IDIs are an excellent tool to use when there is concern about whether a focus-group setting is appropriate or even geographically feasible. IDIs can be completed at a central location or by telephone and are used in both consumer and business research situations and can also be used internally within an organization to understand key issues and challenges.

Focus Groups

For situations in which the interaction of a larger group of respondents is desirable, focus groups provide the ideal tool. Focus groups are conducted with all types of respondents for all types of topics. An important element of the focus group is ensuring the correct respondents in the correct mix. In addition to the focus group discussion, respondents can be asked to complete paper-and-pencil questionnaires before or during the focus groups to enhance and clarify the information gathered.

iModerate Online Survey Qualitative Research Module

This research alternative methodology revolves around real-time, professionally moderated, one-on-one qualitative interview sessions. These sessions occur in an interface similar to instant messenger that allows the moderator to go beyond static questions and answers, and engage respondents in a significant and flexible discussion. Most respondents are immediately familiar and at ease in the IM environment and are able to discuss, without inhibition, topics of even the most sensitive nature. Transcripts of the chat sessions contain respondents’ top-of-mind explanations and motivations and a much more complete picture of their mindsets than what the quantitative research alone can provide.

Dyads/Triads

Dyads and Triads, as the name implies, concerns leading a discussion with only two or three participants at the same time. This creates a different dynamic than a focus group and ensures the complete participation of all respondents. This format of qualitative research allows the researcher to gain more comparative information as well as to better understand individual thought processes and decision-making.

Ethnographic/Observational Research

One of the key challenges of marketing research in general is that we are recording what the respondent says rather than what they actually do. Ethnographic/observational research addresses this weakness by bringing the research directly into the respondents’ home, office or wherever the situation is taking place. In addition to observing and recording actual behavior, ethnographic/observational researchers engage the respondents in discussion about their behavior and how decision-making is taking place.

Online Focus Groups

Online bulletin boards and “chat session” focus groups provide yet another qualitative research tool to meet clients’ information needs. While these focus groups do not afford all of the benefits of face-to-face and real-time qualitative research, they do offer an opportunity to gather information that might not be available with other, more traditional research techniques.

Facilitation

Polaris’s senior staff have extensive marketing research and business experience and can put their experience to work in facilitating sessions for your company. Our researchers are experienced in strategic planning, brand positioning, marketing communications, and new product development with many successful projects and facilitations sessions in their background.

Contact us to learn more about our qualitative research services.