Qualitative Research

Qualitative research is done when you want to know more than simply numbers. It helps you understand your customers’ behaviors, experiences and decision-making processes. It goes beyond just asking questions.

Our qualitative research digs deeper and gives you and understanding of:

  • Overall concepts
  • Why behaviors occur
  • Why perceptions exist
  • What the implications are for your business

Qualitative research is also:

  • Specific. We’ll obtain culturally specific information about the values, behaviors, opinions and social contexts of particular populations.
  • Insightful. This method gathers data collected that gives insight into the “human” side of issues and the implications of those insights.
  • Thorough. It involves the use of exploratory, curious, and probing interview questions.
  • Penetrating. We Use both direct questioning and indirect forms of inquiry, allowing us to reach the hard-to-articulate topics and emotions.
  • Flexible. Vernon Research Group offers a wide range of qualitative approaches to collecting and analyzing data. We specialize in custom research design, and our thorough post-collection analysis is focused on discovery of strategic opportunities.

Qualitative research is interactive. You work through Vernon Research to reach your customer. Our experience allows us to customize our interviewing techniques to the challenges your business faces.

We offer a wide range of qualitative approaches to collecting and analyzing data. We specialize in custom research design, and our thorough post-collection analysis is focused on discovery of strategic opportunities.

Our typical qualitative data collection methodologies include:

  • Focus groups are a qualitative method of evaluating services, consumer awareness, or for testing new concepts. Focus groups are interviews conducted with 6 to10 people at the same time, in the same group. A focus group is an effective way to get a great deal of information in the relatively short time.  The interviewer will ask the individuals to give their opinions concerning a specific topic. The goal is to elicit perceptions, feelings, attitudes, and ideas of participants in an interactive, relaxed atmosphere in order to uncover the deeper reasoning behind thoughts and decisions.
  • Ethnography is a method of study that involves the observations of an individual’s naturally occurring behaviors and lifestyle to better understand them. Observing and tracking individuals in their own environment can provide valuable insight to behavior and decision making processes.
  • Elite in-depth interviews are qualitative, one-on-one interviews that can be conducted over the phone or in person.  In-depth interviews are best used when a topics or questions are of a particularly sensitive nature, when extensive probing may be needed, or when collecting data on an individuals’ personal history, perspectives and experiences.