What is Qualitative research?

Qualitative research is the name of the game. Businesses are curious to hear what you think, so they want to hear your opinions, rather than just a yes/no answer.

People often associate market research with questionnaires, carried out face-to-face or over the phone. This is often part of a quantitative study (dealing in numbers). But that is precisely not what we are about. We are looking for people to participate in qualitative research, which is more in-depth and thought provoking.

Qualitative research comes in different shapes and sizes. Usually, it involves a group discussion at a viewing facility with six to eight people and a moderator who guides the discussion. But it can also come in the form of a one-to-one interview at a viewing facility, a store visit or even an in-home visit.