What is qualitative research?

Qualitative research seeks out the "why", "how" and "so what" behind attitudes, behaviors and perceptions. It informs business strategy, communication and additional research.

How does qualitative research add value?

Conducting qualitative research - through live or online focus groups and forums, in-depth interviews and content analysis - allows for more focused quantitative studies, ensuring that research will ask the most relevant questions. Additionally, qualitative reserach can be used as a follow-up research phase, in order to drill down on trends and hot topics identified through existing data.

Is qualitative research better than quantitative research?

Combining qualitative and quantitative methods are ideal, as the resulting findings provide a rich spectrum of content. Focus groups and interviews allow for dynamic interaction between moderators and participants, as well as among the participants, adding depth that a survey on its own can not achieve.