Qualitative research is used to get at the “why’s” and “how’s” of market research. The rich, layered, and expressive results yield findings you couldn’t get in a quantitative research environment.

Qualitative research is used to gain insight into people's attitudes, behaviours, dreams, aspirations, concerns, motivations, value systems, culture and lifestyles. The techniques applied gather an in-depth understanding of human behaviour and the reasons driving the behaviour.

Furthermore, qualitative research is applied when in-depth or perceptual data is needed, with a lessened focus on eliciting statistically significant results. Qualitative research allows respondents to provide thoughtful and emotion-driven responses in their own language.

Qualitative research can help you…

• Refine questioning for qualitative questionnaire development
• Determine the nuances between different customer groups
• Develop hypotheses for further testing
• Determine the thoughts that influence consumer behaviour
• Identify customer needs and wants
• Determine the language and imagery people use to describe your product, service, or brand
• Understand perceptions of marketing and communication messaging
• Better understand the meaning behind quantitative data
• Uncover potential strategic directions for branding or communications programs

PMG will develop and execute a qualitative research approach to meet your informational needs. We will peel back the onion and help uncover all the missing layers of information.