Focus Insite

Conducting qualitative market research studies involves many moving parts. First you have to narrow down what the ‘essential question’ of the study’s objective is so that a screening guide can be written. With a screening guide in hand, qualitative research consultant can then begin their outreach efforts to find the most qualified study participants. Recruiting for market research studies has its own moving parts, which is why experienced market researchers will partner with nationwide recruitment services firm to manage this component of market research studies. All it takes is getting burned a few times when you have ‘no-shows’ for focus groups or in-depth interviews and suddenly it becomes very clear why outsourcing recruitment to market research recruiting firms saves time and money. Most recruiting agencies manage recruitment from beginning to end. They project manage this component of the study, saving lots of headache and money for the researcher. Most market rese...

When companies hire nationwide market research recruitment agencies to conduct research on their behalf, the researcher needs to first determine if the objective of the study requires a qualitative or quantitative approach, or both. There is sometimes confusion by the client about what each type of study is most appropriate for, and it’s helpful to be reminded of the differences and also how they complement each other.     Qualitative Research In a nutshell, qualitative research is exploratory and helps researchers gain insights to underlying motivations, reasons, and opinions. These insights may then help shape ideas or hypothesis that can be tested with larger audiences using quantitative methodologies. When a market researcher wants to discover patterns in thoughts and opinions, or delve deeper into a problem, then a qualitative study is best suited to unearth such findings. Typical methodologies used with qualitative studies include focus groups, in-depth...