Qualitative research is exploratory in style, and typically uses an unstructured, flexible approach to gathering information. The emphasis is on understanding the reasons underlying respondentsâ attitudes and behaviour, as opposed to measurement.
Be it depth interviews, focus groups, semi-depth telephone interviews or using an array of research tools including observational research, diary keeping, laddering, in-group tasks and projective techniques, Newspoll has the skill set with highly experienced qualitative researchers.
Our rigour, experience and a willingness to challenge and test assumptionsâincluding those held by research participants andÂ clients.
Deploying the right techniques and approach for the audience and research issue. Identifying issues and options that clients may not have considered.
We donât just ârun a few groupsâ but rather put great thought into design, sample, recruiting, location, discussion guide content, analysis and reporting.
Expertise in eliciting skills and appropriate questioning techniques.
We deliver qualitative research which identifies patterns, themes and models that explain and distil the issues, not just pages of waffle.
Skilled moderators with psychology and marketing qualifications with years of experience, not juniors.
Detail.Â Many qualitative suppliers base their reports on light-weight recollections of the groups. Newspoll instead analyses, reviews and workshops before reporting.Â