Qualitative Research

We live in an age of constant numbers, charts and statistics. Big data seems to be everywhere. Qualitative research is one of the few disciplines that remains pure. Qualitative research attempts to understand–through person-to-person interviews how and why people think and behave the way they do. Admittedly, qualitative research has adapted to the digital age,And we now have the option to conduct online panels and get mobile feedback, but even with digital methods, the essence remains the same: take a small sample size, spend time with individuals, and gauge their impressions and inspirations.

Qualitative research overall is less easy to define than quantitative research, which measures the proportion of a population that thinks or behaves in a certain way. In qualitative market research, we explore the what, why and how rather than how many. We strive to understand meaning rather than simply measure. The insights we gain from qualitative methods can and do change the way a business operates; Our findings impact not only branding and messaging, but also product development, positioning, pricing, and customer service. Investing in qualitative marketing research is an investment that pays off many times over,And it's the most effective way for companies to get an objective view of how and why their customers think and behave the way they do.

Qualitative research has its roots in the social sciences– disciplines such as anthropology, psychology and sociology have refined methodologies and created frameworks that have translated to the fast-paced business world. At HorizonScope, we were trained in the academic methodology of qualitative research, so each study design,The survey structure, and qualitative coding process goes through our rigorous methodology, but rather than spending a year or years studying a topic, as the academic world does, we fit companies' answers into compressed timelines designed to To happen, they modify their strategy so that they can act immediately. Above.

The most common qualitative methods we employ include focus groups, in-depth interviews and ethnographic research. We often design studies using a mix of these styles, and we almost always combine our qualitative research with quantitative data to help understand our findings in a larger statistical context.