We offer qualitative market research services
qualitative research is used to explore and to understand consumer’s views in greater depth than is possible with quantitative research.
qualitative research typically involves talking to small groups of people in focus groups but it can also involve interviewing an individual or pairs of people (often selected on the basis that they hold conflicting views). Properly conducted, qualitative research results in a deeper understanding of customers’ behaviour and the way they think. This understanding provides a solid base from which informed business decisions can be made.
methods for data collection
various methods are used for qualitative research and although most is done face to face, telephone depth interviews on a one-to-one basis. The most common methods are:
focus groups
depth interviews
telephonic depth interviews
ethnographic studies
shop along
usability testing
taste test
unlike quantitative research there are no fixed set of questions but typically a discussion guide is used which outlines the main areas of interest to be explored in depth. Preliminary qualitative research can often help identify topics to be investigated further in quantitative research. Conversely, a qualitative study can be used on completion of quantitative research to probe in greater depth the reasons behind some of the opinions expressed.
our experience
analytique research has used qualitative research fieldwork with wide-ranging consumer groups. We have successfully completed qualitative research with “difficult” groups. Projects have included:
focus groups & depth interviews with different types of government officials.
Focus groups & depth interviews with doctors, specialist, pharmacists, nurses & other healthcare providers.
Focus groups & depth interviews for advertising and promotional material research.
Focus groups & depth interviews with children’s(with permission from their parents).
Focus groups & depth interviews to explore the information needs of the learning disabled.
Focus groups & depth interviews to understand attitudes to potential new services product.
Focus groups & depth interviews with patient groups.
Focus groups & depth interviews with hospital authorities.

We offer qualitative market research services
qualitative research is used to explore and to understand consumer’s views in greater depth than is possible with quantitative research.
qualitative research typically involves talking to small groups of people in focus groups but it can also involve interviewing an individual or pairs of people (often selected on the basis that they hold conflicting views). Properly conducted, qualitative research results in a deeper understanding of customers’ behaviour and the way they think. This understanding provides a solid base from which informed business decisions can be made.
methods for data collection
various methods are used for qualitative research and although most is done face to face, telephone depth interviews on a one-to-one basis. The most common methods are:
focus groups
depth interviews
telephonic depth interviews
ethnographic studies
shop along
usability testing
taste test
unlike quantitative research there are no fixed set of questions but typically a discussion guide is used which outlines the main areas of interest to be explored in depth. Preliminary qualitative research can often help identify topics to be investigated further in quantitative research. Conversely, a qualitative study can be used on completion of quantitative research to probe in greater depth the reasons behind some of the opinions expressed.
our experience
analytique research has used qualitative research fieldwork with wide-ranging consumer groups. We have successfully completed qualitative research with “difficult” groups. Projects have included:
focus groups & depth interviews with different types of government officials.
Focus groups & depth interviews with doctors, specialist, pharmacists, nurses & other healthcare providers.
Focus groups & depth interviews for advertising and promotional material research.
Focus groups & depth interviews with children’s(with permission from their parents).
Focus groups & depth interviews to explore the information needs of the learning disabled.
Focus groups & depth interviews to understand attitudes to potential new services product.
Focus groups & depth interviews with patient groups.
Focus groups & depth interviews with hospital authorities.