Qualitative Research

Custom Designed Qualitative Research

Qualitative research has the opportunity to be the change agent in fueling brand and innovation success by uncovering the why and the how. This is typically done through the use of focus groups (virtual and in person), one on one interviews (telephone and in person) and ethnography sessions. As sample size in qualitative research is smaller than in quantitative research therefore the best way to extrapolate findings is to conduct at least two focus groups per market (i.e. a few one on one interviews or ethnography sessions) in order to allow for information patterns to emerge. Final findings are reported by the qualitative research professional on the emerging patterns, which provide rich and actionable information.

The qualitative research professional is by nature curious and always striving to find new solutions to existing and emerging business challenges. The wealth of existing approaches, as well as the effective integration of new ones inspired by other disciplines, makes this quest to find the answer more achievable.

Qualitative research studies are comprised of a number of essential components:

Determining research objective
Project design including recommended approach and methodology
Project management including selection of appropriate qualitative research facilities
Respondent screener development
Discussion guide development
Respondent recruitment
Moderation of the focus group, one on one interview or ethnograpy
Data collection in the form of personal observation and a video or audio recording
Analysis and reporting of the results

SmartPoint Research has proven experience in executing all or some of the essential components of a qualitative research study as requested by our clients.