Qualitative research provides you with rich, in-depth data. This can help you to understand underlying reasons, opinions, and motivations: the why?. It can be a fabulous antidote to understanding big data.
Our understanding of Phycology and Behavioural Economics means we are well placed to understand human behaviour and interpret it's implication for a brand or situation.
There are a variety of qualitative research methods we use depending on your business objectives, and the people you want to talk to:
Interviewing a respondent face to face can help you gain a deeper understanding of their opinions and emotions on a particular topic. The Sapio team are experienced interviewers that know what questions to ask, when to ask them and most importantly the qualitative research analysis techniques to use to find the kernel of truth.
Interviewing a group of people helps capture a wider range of opinions and can help validate themes and ideas. Also, focus groups are a cost effective way of interviewing multiple people but gathering qualitative data. The same moderation skills can be applied to running round table events too.
In-depth telephone interviews (or IDIs) can collect crucial qualitative primary market research information for your research. This is often used when your audience have hectic work/life schedules or live/work abroad.
Qualitative Digital Listening
Some conversations are too sensitive for respondents to give your their real take on a situation, so they are strongly inclined to give you the 'politically acceptable' answer. Some situations, such as specific patient pathways are too difficult to confront directly for the purpose of customer journey classification and recruitment. Its times like these that listening to social media conversations can give you the real nuggets of truth.
Social media monitoring can stumble upon penetrating, unstructured data offered by other methods of qualitative research which are more traditional qualitative research tools, but its less intrusive.