Qualitative Research

We believe sound qualitative research is a vital component in decision-oriented marketing research. It is especially useful in developing hypotheses about consumerMotivations and in helping us understand a topic from the consumer's perspective, in the consumer's own language. Qualitative research (which is characterized by free-ranging, open-ended interviews among a limited number of respondents) is primarily an exploratory and/or a motivational technique.

• To gain an understanding of underlying reasons and motivations
• To provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research
• To uncover prevalent trends in thought and opinion

Genius Research Nondirective and Projective interviewing techniques in our qualitative investigations. The discussion guides and analyses focus on questions and issues of Marketing significance. These methods produce the most inclusive and unbiased results.

Qualitative Research Services Genius Research Qualitative Research Services include:

• Focus Groups
• Sensitized Groups
• Dyadic and Triadic Interviews
• Depth motivational Studies
• Ethnography