A panel approach to a constant need for Qualitative feedback on a regular basis.
[Argos Ltd]
Services
Qualitative Research
Understanding why people do things and how they feel. Exploring
new areas of thought and behaviour; investigating new ways of looking
at old problems or for when you don't know the questions to ask!
Unstructured discussion with small numbers of respondents; eliciting rational thought and emotional feelings.
All about responses not about questions (non verbal communication is of great importance) and interpretation by the moderator is integral to the process.
Common situations:
- exploring new markets
- exploring new concepts and developing them
- understanding existing markets and how they may be changing
- investigating problems
- screening out a range of ideas prior to quantification or development
- branding issues
Quantitative Research
Assessment and evaluation;
providing strength of opinion and differences between groups of
people …for when you do know the questions to ask!
Larger numbers of respondents, producing robust answers.
Structured interviews with pre-set questions … how many? what type? which kind? how often? Interpretation is from the aggregated data itself.
Common situations
-
nationally representative studies
on branding, usage and attitude
-
testing products, pack formats,
press ads before significant expenditure
-
awareness of advertising and
its effect
-
choosing between a variety
of flavours for launch of new range
Quantitative
Advertising Clinics
Hall tests
On-site assessment
Product placements Quali-halls
Store exits
Street/Face to Face Interviews Telephone research
Client Support
Brainstorming
Seminars/Training for your team
