Qualitative methods

Qualitative methods help us better understand motivations, emotions and personal patterns - it’s the “why” to quantitative research’s “what”. These methods lend insight into attitudes and reactions, and can help establish the right metrics to measure around challenges such as:

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New product concepts

Advertising and messaging

A brand or organization

Product/Interface user experiences

Complex or subtle products or processes

Brainstorming

Exit interviews

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Emergent Research carries out this type of research for you via focus groups, online bulletin boards, in-depth interviews and other innovative approaches determined by objectives. No matter the method, our process remains embodied by excellence across the three Ds:

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Design – Qualitative research design is simple and elegant on the surface, but must be sophisticated enough to capture nuances and convey complex ideas. An expert moderator is be prepared to go down unexpected but enlightening paths yet remain focused on objectives. In this way, we can capture the most valuable insight in the limited time we have with participants.

Deployment – The logistics of qualitative methods often involve a lot of moving parts – recruitment, facilities, travel, incentives, shipping, audio, video and unforeseen circumstances that demand flexibility. Extensive experience and an outstanding network of specialized partners means that Emergent can pull these disparate parts together seamlessly for your projects.

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Distillation – Qualitative data is less structured than quantitative data, and lends itself to a different approach to analysis: one of identifying themes, unmet needs, inflection points and opportunities as uncovered by a skilled moderator. In this way,  we’re able to communicate the “big picture” painted by separate narratives and the potential implications. And very often, findings from qualitative work plant the seed for a venture into quantitative research!