When should I use qualitative research?
A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer, get under their skin and build a real in-depth understanding of how they think and behave.
Their strengths would be: Small samples, sharp focus, probing interviews: expert moderators and the opportunity for lengthy discussions allow the researcher to explore the groups feelings, impressions and viewpoints in great depth.
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.