Qualitative Research

Qualitative research is used to:

    Understand the attitudes & motivations of customers or other stakeholders in the market
    Inform on customers’ language & vocabulary
    Provide input for the quantitative questionnaire

To establish thorough understanding of qualitative factors we use:-

    Focus Group Discussion, (FGDS)
    In-depth Interview
    Desk Research
    Psychographics Observations
    Ethnographic /Observations

We use various projective techniques in our approach.