qualitative methods

Qualitative research is often used to understand market dynamics and identify potential opportunities by discovering challenges and pain points of an audience, or to obtain initial reactions to early-stage concept idea, or to add a depth of understanding to a target, market, or situation.

Advantages of Qualitative Methods

Provides rich, in-depth details, respondents can be asked to elaborate
Flexible and Fluid, and not limited to rigid, predefined response categories
Observation-based, uncovers the human experience

But it’s important to note that qualitative research is also used to inform quantitative research projects. Qualitative can help you to frame and word the questions, add new ones or subtract irrelevant ones, and generally makes the quantitative process much smarter and more effective.

What’s NEW in Qual at Zeldis?

QUALITATIVE STUDIES

Focus Groups (In-person or webcam)
In-depth Interviews (phone, in-person or webcam)
Online Bulletin Boards
Guided Digital Experiences
Communities, Panels
Ethnographies

QUALITATIVE TECHNIQUES

Analogies
Blob Trees
Collages
Image Decks
Journaling
Laddering
Letter Writing
Review Writing
Role-playing
Social Media Postings
Sorting
Storytelling
Web Searches
Word Galleries