FAQ

What are the advantages of qualitative research?

Numbers are powerful tools. During the description and prediction phases of market research, statistics can tell us a great deal about the effectiveness of a company's operations and strategies. Quantitative research, however, rarely allows the same degree of exploration that qualitative does -- especially in the initial stages of a study. In effect, qualitative research allows a company to talk face to face with consumers. This is where you will uncover candid perceptions, attitudes and behaviors regarding your company's products, services, packaging or image in the market. Qualitative research is best used as a means of generating ideas, of brainstorming solutions and of developing hypotheses that the company may eventually decide to test statistically.