Our qualitative methodologies
The qualitative approach offers us the opportunity to retrieve richer and more detailed information from a small number of persons. The respondents are given the chance to expand on their opinion and experiences. This way, the client can explore the respondents’ way of thinking and their feelings. The objective of the qualitative methods is to better understand the preferences and attitudes towards a certain product or service.
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The depth interview is conducted between two persons: the respondent, selected according to the criteria given by the client, and the moderator who will conduct the interview. This conversation can take place at home, at the respondent’s workspace or in our offices. This discussion gives the perfect setting to the respondent to express him/herself and to react on questions, prepared by the moderator.
A group discussion is a discussion about a certain theme, with a group of respondents who are carefully selected according to the client’s criteria. A moderator will lead the group to dig deeper into certain questions or problems, and create structure in the conversation. The client can discretely follow the debate live in the room next door through the one-way-mirror, or the dvd or video can be reviewed later on.
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