Qualitative Research produces information on views and opinions, values, attitudes and beliefs.
It can tell you why people do things, so long as it’s done thoroughly and well. It isn’t “hands-up how many.” It doesn’t use a questionnaire.
It’s an interactive relational dynamic process. Ultimately, it’s as good as the moderator or interviewer. And at GRS, ours are the best.
Quantitative Research gives you numbers to assess how many. It cannot tell you why or how something happened in the past. You can project numbers into the future to show what might happen. It’s called regression analysis. It works well, so long as tomorrow is exactly like today. It depends on sampling and calculated error. If you cannot interview absolutely everyone then you have to be sure the people you listen to represent the rest.
Combining these two skills is the best way of approaching many business issues. Every client and company is different, so we never offer a standard, ready-to-use research method.
Let’s meet and discuss exactly what you want to learn, and find the most cost-effective way of getting you there.
You might need group discussions to identify the type of questions to ask. You might then need a quantitative survey, to see exactly how many people hold those kinds of views. You might need depth interviews after that, to get more detail and insight into what key stakeholders in the project think about the numbers. We provide every part of this solution, according to your objective.
Combined Methods
We use a variety of research methods, all of them governed by the Market Research Society Code of Conduct.