International Market Research by Significantly Different Research

Qualitative Page

Qualitative research fits into the research process in a number of places. When used imaginatively, qualitative and quantitative research are interrelated and complementary.
We work with qualitative researchers, whose background in brand planning makes them expert in the type of qualitative research required.

BEFORE QUANTIFICATION:

Qualitative research is primarily used to identify issues, hypothesize outcomes, and for the development of language, concepts, advertising and products.

DURING THE QUANTIFICATION PROCESS:

Qualitative research can be extraordinarily useful to improve and refine what is to be evaluated on a more rigorous basis. For eample, understanding cultural implications of a Global brand offering when tested in a new country.

AFTER THE QUANTIFICATION:

However, qualitative research is often valuable after a quantitative study when there is a need for clarification and especially if the results are unexpected. Good examples would be probing the creative elements of an advert, or to understand usage of a product after a poor product test result.

Go back to the top

WHEN TO USE QUALITATIVE:

Increase understanding and expand knowledge
Clarify the real issues, their inter-relationship, and how they are best explored
Identify distinct need, attitude and behavioural groups
Explore and explain consumer motivations, attitudes and behaviours
Provide input to a future stage or research of developments

Go back to the top

METHODOLOGY:

We choose interview methods to suit the informational and emotional demands, by exploring convergence or highlighting difference, within social or individual contexts

RECRUITMENT:

Recruitment is tightly defined to explore the spread of opinions, with respondents being checked and verified before the interviewing commences.

DISCUSSION GUIDE:

The discussion guide is written by us, in conjunction with the client, to probe thoroughly into the issues, and is structured to allow time for broader context and specific responses.

STIMULI AND EXERCISES:

These are carefully developed to explore the variety of response as well as expanding and extending the context of the decision process.

Go back to the top

Further Information: SDMR2007[at]SDResearch.com

Thanks to our Creative Director from L.R

Dir