Specific tools for unique needs
Qualitative marketing research is a valuable tool for gaining vital information to make confident business decisions. Qualitative research is an interpretative process designed to reveal a target audience’s behaviors and the perceptions and motivations that drive them. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses used for optimal business and product planning. Qualitative methods include the use of focus groups, one-on-one depth interviews, and/or in-context observation (or ethnographic research).
Qualitative research is inherently flexible as well as highly detailed and directed. Some applications for qualitative research include:
- Identifying business strengths, weaknesses, and opportunities
- Appraising the efficacy of advertising/public relations strategies
- Understanding purchase decision-making
- Uncovering product and service needs and preferences
- Ascertaining people’s attitudes, behavior, and intentions
- Exploring brand positioning
- Testing new product ideas or concepts
- Assessing public affairs issues
Opinion Research Northwest offers a complete range of qualitative research solutions, including recruiting, facility, depth interviewing and moderating, reporting, and consulting. NWRG is one of the few research firms that offer clients qualitative as well as quantitative research services. We frequently combines qualitative research with quantitative methods to provide a richer, deeper understanding of issues.
Our in-house moderators are some of the best in the business. They seek to balance the creative and the practical to effectively tap into the underlying issues, ideas, values, and motivations that drive consumer attitudes and behaviors. They are experienced in all qualitative research formats and combine the latest thinking in marketing, psychology, social sciences, and other disciplines to deliver insightful, meaningful, and actionable results to our client partners.