What Is Qualitative Research?
Where quantitative research is the collection of statistical data through surveys, qualitative research is focused on learning people’s thoughts and opinions, reactions, and emotions on a topic. Whether that’s understanding if an advertising campaign gets the emotional reaction it was intended to create, or a really deep understanding about why people prefer one competitor’s product over another, qualitative research delivers the deep insights that data simply can’t.
Qualitative vs Quantitative Research
| Research Style | Qualitative | Quantitative |
|---|---|---|
| Research Methods | Focus groups and online communities | Surveys |
| Data Collected | Subjective, Verbal | Objective, Statistical |
| Research Intent | Understand people’s thoughts, reactions, and emotions on a topic | Gather high level measurable data |
| Examples | Conducting a focus group to understand people’s reactions to an advertising campaign | Surveying public to understand the likelihood of a bill passing |
It’s our approach to work with you to find the absolute best research method for your unique goals. Whether that ends up being qualitative research, quantitative research, or a combination both, we’re here to make sure you get the information you need to move forward.
Our Qualitative Research Methods
We use several types of qualitative research to achieve the specific goals our clients are trying to achieve. These include focus groups and online communities.
Focus Groups
Focus groups are an incredible way to get into the mind of the consumer and come away with valuable insights. We use several different types of focus groups to achieve our clients’ goals ranging from traditional focus groups to in-depth individual interviews.
| Traditional focus groups | Intercepts |
| Online focus groups | Perception Analyzer ® |
| In-depth interviews |
Online Communities
Online communities have many of the same benefits as focus groups, but offer the unique benefit of being an ongoing resource that you can turn to whenever you need to float an idea or hear opinions. We work with you to build a community that reflects your target, handle the details of panel incentives, survey drafting, and more. This allows you to focus on taking advantage of the insights the group has shared.
Our Team Is Our Difference
What makes us unique as a market research company is our team. We are dedicated to your success and approach our work accordingly. Our philosophy is to not only help you uncover valuable insights that help you overcome business challenges, but to help you take action on those insights. With our caring, experienced team at your side, the MSR Group is the market research firm that helps you move your organization forward.
