Focus Groups and Other Types of Qualitative Market Research Helps You Understand "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
• Create a rich and deep record of the respondents' reactions and thoughts

It can be used alone or as preparation for 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. They 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 that the correct respondents are 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.

Facilitation

Polaris' 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 facilitation sessions in their background.

Contact us to learn more about our qualitative research services.