Quantitative Research is more concerned
with questions about: how much? how many? how often? to what extent?
On the other hand, Qualitative Research is concerned with finding
the answers to questions which begin with: why? how? in what way?
Qualitative research is applied when your business needs to explore some of the following issues:
- Understanding purchase decision-making
- Uncovering product and service needs and preferences
- Identifying business strengths, weaknesses, and opportunities
- Evaluating the efficiency or pre-testing advertising/public relations strategies
- Exploring and discovering people's attitudes, behavior, and intentions
- Exploring brand positioning
- Testing new product ideas or concepts
- Assessing public affairs issues
During almost a decade of operation IDRA has acquired quite a wealth
of experience and expertise to conduct qualitative research for
many issues and clients. Some of the marketing issues we have been
involved with are listed below:
- Brand positioning
- Pricing perceptions
- Advertisement and Communication research
- Concept testing
- Packaging and graphic design research
- Motivational research
- Product testing, etc.
IDRA employs highly qualified and experienced moderators who have been conducting qualitative research for some of the leading brands in the market including Coca-Cola, P&G, Vodafone, Raiffeisen Bank, JTI, etc.
We possess all the necessary facilities and equipment to conduct focus groups and in-depth interviews (video-audio registration, large TV screen in observer room, simultaneous translation equipment, etc).
Methods- In-depth interviews
- Paired interviews
- Focus groups
- Observation
