What is qualitative research?
Qualitative research is generally used to provide general indications and an in-depth understanding of how consumers think: the range, nature, motivations and needs behind attitudes and behavior.
Qualitative research is usually informal and semi-structured, and allows people to contribute and share their views and feelings in a conversational format, without the constraints of a structured questionnaire.
Qualitative research methods are typically undertaken when the research goal is to obtain more detailed knowledge or explore ideas rather than to obtain findings that can be scaled up and projected onto a larger population. Given the depth and involvement of these methods, data is generally collected from a much smaller number of participants than would be used in quantitative research. The two main qualitative research methods are in-depth interviews and focus group discussions.
About Warwick Equest
Warwick Equest is a leading supplier of test products to the detergent and allied industries worldwide. We also offer a market research facility providing a full range of quantitative and qualitative research services.