QUALITATIVE RESEARCH
BEYOND THE NUMBERS
Qualitative research is more flexible and provides the latitude needed to explore and identify issues that were previously unknown. Through our qualitative research, we customize our methodologies to extract the maximum amount of information possible.
These qualitative approaches provide reliability and precision for better decision-making when it comes to target customers. And because it’s sometimes necessary to sacrifice some market shares in order to optimize others, these approaches help our partners to make informed decisions to better position themselves.
Qualitative approaches are especially useful for:
Understanding consumer behaviour and attitudes (U&A)
Assessing perceptions
Validating understanding
Obtaining input from key stakeholders in a business process
Expanding on the results obtained using a quantitative approach
To achieve this, we recommend the following approaches:
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