Qualitative Research

For exploring, understanding and assessing reactions.

Qualitative Research

Qualitative research uses open-ended questions to explore opinions and behaviours.

It is an ideal methodology for assessing reactions to stimuli, exploring reasons behind current prescribing decisions and understanding the current market environment; and we conduct qualitative research using both established and new methodologies.

Sample sizes tend to be smaller than for quantitative research and interviews are usually conducted either face-to-face or by telephone. 

Face-to-face interviews or focus groups can be set up to allow for client viewing so customer reactions can be experienced first hand.

A variety of techniques ensures that our research thoroughly explores customer behaviour and beliefs, including:

  • NLP techniques to identify customer motivations and communication needs
  • Synectic groups bringing together different customers in a single meeting to explore different perspectives and working interactions
  • Projective techniques including personification, laddering and brand rooms to uncover underlying motivations and drivers
  • 4D Motivational Profiling to identify the key dimensions that motivate prescribing decisions
  • Qualitative SIMALTO trade-off research to identify unmet clinical needs
  • Brand profiling to identify customer relationships with the brands they use
  • Aspirational profiling to understand what is important to customer in terms of personal self-image
  • Ethnographic research including virtual ethnography using video diaries - exploring respondents’ interactions with their own environment