Qualitative research

Qualitative research reflects not only measurable and rationally understandable aspect of various reactions and evaluations, but deeper (unconscious) views, motivations, beliefs and values. This type of qualitative research allows focused modeling of client actions reflective of the current situation, as well as the forecasting of future needs and the projection of effective methods to meet said needs.

Qualitative research

* analysis of product/manufacturer image;

* outlining of habits for product use, evaluation criteria;

* analysis of consumer attitudes towards the product/manufacturer;

* testing of brands, products;

* advertising evaluation;

* analysis of advertising effectiveness.

Qualitative research methodology: focus group discussions (FGD) and individual discussions (ID).

Six to eight respondents participate in each FGD. They are chosen randomly based on specific selection criteria. Each discussion lasts approximately 2 hours and follows a specially prepared scenario prepared together with the client.

FGD is recommended for the following:

* in conjuncture with quantitative research: prior to the quantitative research in order to structure the basic hypotheses; or  following said research in order to offer a deeper analysis of quantitative data;

* analyzing the psychological specifics, attitudes, values and habits of targeted consumer groups;

* examining consumer behavior, motives and preferences;

* comprehensive product/service research;

* advertising research;

* public relations research;

* strategic issue management (application of the “brain storm” method);

* analyzing social issues and searching for their solutions.

During an ID, each respondent is given more time. The collected information concerning his or her experience, views, attitudes and motives is especially deep and detailed. ID’s take place in both a natural setting (a respondent’s home), as well as at SIC’s offices.

ID is recommended for the following:

* B2B research;

* polling of experts;

* discussions of a personal nature.