Qualitative Research

Qualitative Research

Qualitative research is a method used to conduct market research, it sets out to gather information that provides in depth understanding of consumer behaviour, and the reasons they act as they do.

Qualitative research really wants to get to the bottom of decision-making, rather than just find out what decisions were made, or where and when they were made. Headjam have the expertise to plan and execute the most common type of quantitative research: focus group research.Focus groups use qualitative research techniques to work out why people make certain decisions, and how they got to their conclusions about a product, service or program. This approach involves smaller groups of people, or what the professionals call smaller 'samples'.The samples provide Headjam insights into the very particular example studied, and allow us to test concepts and creative direction with real people drawn from a carefully selected demographic.

Qualitative research really wants to get to the bottom of decision-making, rather than just find out what decisions were made, or where and when they were made.