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Qualitative Market Research

Qualitative Market Research is the gathering, compiling and analysis of unstructured data.

These methodologies can be used for idea generation, concept and product testing, and the gathering of in-depth information on specific subject matters.

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Qualitative market research is often used to gather data for new product concepts as well as to explore the unique observations of respondents who work in specialized professions (like lawyers, physicians, and dentists).

Customer Foresight Group provides the following methodologies for Qualitative Market Research studies:

Focus groups
In-depth Interviews (One-on-one interviews)

Customer Foresight Group has had the privilege of working as the primary Qualitative Research consultant, or as the subcontractor, for a number of significant companies, including:

General Mills (Nature Valley)
University of Arizona (Arctic Study, Canadian Segment)
Auto Workers Community Credit Union
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Generating Ideas Using Qualitative Market Research

Focus groups & In-Depth Interviews

Focus groups can be used to generate ideas, test concepts (including food testing), and get in-depth information of customer experiences that cannot be obtained from other research methodologies. Customer Foresight Group is allied with experienced moderators and facilities that can provide your company with the insights needed to stand out from the competition.

In-depth interviews are especially effective when seeking information from professionals who would not normally participate in research. We have specially trained and experienced interviewers who conduct themselves professionally and are able to ask probing questions to elicit the insights that our clients are looking for.

Need help with your next Qualitative Research project?