Not everything can be captured by numbers. Data mined from human emotions and expressions is extremely rich in generating in-depth insights, and this is the reason we use qualitative research to capture human emotions, behaviours, attitudes & experiences, interactions and motivations.
Questionnaire Design and Creation of Interview Guides
We customize our approach based on the targeted outcomes of the research and key objectives. Typically, an exploratory qualitative research is followed by a few in-depth interviews. We drive the process for you from the scratch – designing survey questionnaire and detailed interview guides. Often it is a collaborative and iterative between us and the client. At each stage, client is consulted to ensure that the interview or the discussion aptly covers each nuance associated with the research problem.
Survey Administration
We undertake complete survey administration – from designing of questionnaire to getting the final responses and cleaning/sanitizing them.
Recruitment and Moderation of Focus Groups
Focus Groups help us generate rich qualitative data. Based on client requirements, we define the characteristics of the participants that should be included in the focus group. Focus groups are created based on age, gender, location, relevant experiences, and their overall comfort and connection to the topic. To get a holistic view, we usually aim for a diverse group. We reach out to potential participants through various channels such as emails, social media, online forums, or community organizations.
We have skilled, and neutral moderators who can guide the discussion and keep the conversation on track, while ensuring that every voice is heard.
Information Analysis & Insights
We then analyze the qualitative data collected from the research using various techniques such as an in-depth interview, focus groups, ethnographic research, content analysis, case study research, thematic analysis, content analysis, narrative analysis etc.
We identify themes, patterns, and meanings within the data to develop a comprehensive understanding of the research topic.
The findings of the analysis are interpreted in the context of the research questions and objectives. We help you uncover underlying motivations, emotions, and perceptions that help provide a deeper understanding of the research problem.