Qualitative Research

Qualitative research is an exploratory approach that is used to:

• Understand the attitudes & motivations of customers or other stakeholders to issues.
• 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
  • Triads
  • Psychographics Observations
  • Ethnographic Observations