Qualitative Research

 

Every market situation, question or industry needs its own specific research approach. We will determine – in close cooperation with you – which analysis technique or combination is suitable for your particular situation.  

 

The essential difference between qualitative and quantitative research lies in the customer’s creative freedom to answer a question. Such an answer thus does not only consist of a ticked-off box, but a short text component, in which the respondent can formulate his or her motives, attitude, decisions and wishes towards the respective question. The poll can be done by individual depth interviews or group discussions. Opposed to quantitative research, we are working with significantly smaller spot tests here. Therefore, a suitable choice of respondents is essential – suitable in regard to the target group defined by you.

 

 

A qualitative analysis answers several questions, for example such as: