Qualitative Research Tools
When our clients need to explore why a population or group feel a certain way, we use qualitative methods to delve deeper into opinions that cannot be easily captured through quantitative research. Our services include one-on-one interviews, group discussions in dyads, triads or focus groups, as well as moment-to-moment audience response systems. We rent facilities and contract out recruiting. For recruiting general population groups, we primarily use a random digit dialing methodology rather than lists to help avoid the “professional participant issue”
One-on-One InterviewsOur staff is highly skilled at interviewing individuals ranging from top executives and opinion leaders, to an organization’s key stakeholders with the utmost discretion. We recommend holding one-on-one interviews when a client wishes to identify issues and ideas that are not easily disclosed in larger groups.
Dyads, Triads & Focus GroupsOur experienced moderators are skilled at facilitating valuable group discussions, which bring out opinions on complex issues. We have conducted focus groups on a range of topics, including development, testing and evaluation of communication tools (like advertising media) strategies for policy formulation and evaluation, and program development and delivery. Groups can be as large as 20 individuals or as small as two or three participants. We have access to professional facilities, including one-way windows for client observation, audio and video recording. We are also flexible, and can come to client sites to moderate group sessions and still provide the value that a focus group site offers.
Moment-to-Moment Dial ResearchUsing our moment-to-moment dial research, clients are able to observe real time responses to closed questions about a desired topic. We have used this technique successfully testing ad campaigns for both public and private sector clients, as well as elections and general media coverage. While we target general population, we can also extract data from sub groups and the client can view different sub group responses as they happen.
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