Research Studies: Qualitative

Qualitative Research is designed to extract indepth information on how consumer think, feel and their underlying rationale for their actions:

• Focus groups
  6 to 10 people gathered to discuss about a specific topic; the discussion group is facilitated by a trained moderator
  
  
• Online discussion moderation
  A focus group discussion that is facilitated online
  
  
• In-depth interviews 
  Face-to-face interviews usually involving 1 respondent and 1 interviewer 
  
  
•  Re-enactment group
  Immediately after shopping, cleaning etc
  
  
  
  
  
  

• Qualitative
• Quantitative