Qualitative research aims to describe and understand behaviour, attitudes, thoughts, feelings and motivations, in relation to different phenomena. Qualitative research provides an answer to the question: ”Why; in what way?”, rather than an answer to: ”How many?”. Through the use of qualitative research studies, the client is able to gain a deeper understanding of their product, their market or their communications methods. Qualitative research and qualitative analyses lead to consumer insight i.e. an understanding of the needs of the target group. The qualitative methodology is always based on researcher and respondent meeting each other in person and interacting. The most common methods of data collection include in-depth interviews, group discussions/focus groups, observations, home visits etc. As a complement to these techniques, Ipsos has developed a unique qualitative product - Krisis™.
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