Welcome to Discovery Works, Inc.
Qualitative research provides discovery — discovery of how people behave; what people think; what people experience; and why people act as they do. Discovering people’s thoughts, actions, behaviors, likes, dislikes, and understanding why they act as they do is critical to your success. The bottom line is that discovery works — it helps you answer questions and build a base of understanding for your decision-making.
What is Qualitative Research?
The outcome of qualitative research is discovery. Qualitative research is designed to enable you to learn from a relatively few people in your target audience. The purpose of qualitative research is to probe the depth, range, breadth of thinking, experience, behavior, attitudes, and beliefs of people to help you better understand them. It is not designed or meant to quantify, but rather to provide the knowledge you need.
What are methods of Qualitative Research?
We conduct Qualitative Research using the following methods:
- Focus Groups
- In-Depth Interviews (IDIs)
- Experiential Analysis
- Observational Techniques Combined with Interviewing
- Ethnography — where people record their behaviors with tools such as collaging, diaries, etc. and participate in follow-up interviews
- Point-of-decision Observation combined with interviews
When do we use Qualitative Research?
We recommend that you use Qualitative Research when:
- You're in new territory and need to know more.
When you are considering new products or new markets, qualitative research helps you understand customer expectations, requirements, attitudes, and behaviors.
- Customer perceptions or attitudes may not be apparent.
Qualitative research unlocks unmet needs and the emotions that drive those needs.
- You need new ideas for products, services, and branding decisions.
People's needs and experiences can lead to many new ideas.
- You need to set the stage for quantitative research to validate or measure findings.
Qualitative Research identifies the key attributes and elements you need to measure to be sure your quantitative research is done right.
Contact us to discuss how Qualitative Research can help you make better decisions.
