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  • What is qualitative research?

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

  • How does qualitative research add value?

Conducting qualitative research - through focus groups, in-depth interviews and content analysis - allows for more focused   quantitative studies, ensuring   that   you will ask the most relevant questions. Additionally, qualitative reserach can be used to drill down on trends and hot topics identified through existing data, including quantitative studies

  • 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 a greater level of depth than a static survey on its own.