QUALITATIVE RESEARCH METHODS
We most often promote the usage of Qualitative Research Methods before the Quantitative Stage, making sure we provide an in-depth understanding of the researched topic. We identify problems and opportunities, pose probing questions that aim to understand consumers as people pinpointing behaviour not lightly seen in a direct data collection. Using best fitted Qualitative Research Methods, we deep dive into the core of the researched topic, discovering its quintessence, highlighting attitudes, feelings, associations, triggers, causes, and reasons, describing customer journeys and detailing processes.
Power-rocketing research projects with an initial Qualitative Stage will provide stand-alone compelling human-centred insights and a strong base to initiate an exhaustive Quantitative Research Phase.