Qualitative Services
Qualitative Services
Qualitative research is a type of research that studies people, as opposed to quantitative data. It is usually conducted by asking open-ended questions to people or groups of people.
It can help your business define the problems with your product or service that you might address and learn about the customer’s opinions and belief about your product or service in a more detailed way than is possible through quantitative research.
It does not give you a prediction of future performance, but a snapshot of your business. It answers questions like:
- What does the customer like about your product or service that is better than your competitors? What can the company do to improve upon it?
- What do visual material like the company logo and ads promoting your product/service convey to the customer?
- How visually appealing and easy to navigate is the company’s website?
IDI / TDI
An in-depth Interview is a qualitative research method which uses an interviewer to gain valuable information about the way your customers view your company, your products, or your services. It can be taken in person, over the internet, or over the telephone. If it is taken over the telephone, it is called TDI (Telephonic depth interview). While conducting TDIs, we care about ethical practices like respondent confidentiality and taking permission and informed consent when recording the telephonic interview.
FGD
Focus Group Discussion involves an interviewer asking a group of people questions focused on a specific set of issues, in order to get their viewpoints, their beliefs and ideas about a concept, an idea, a product or a service. The focus group can be a sample of the segment the company is targeting or planning to target. It can take place in-person or online through interactive and forum-based media. At Simplified Knowledge MR Partners, in-person FGDs are conducted according to the convenience and availability of consumers and using facilities as per client requirements.
Ethnography
Ethnography is a research method by which a market research personnel observes the consumer use the product or service on their own time and in their own environment. This can reveal useful information regarding how a customer uses a product or a service. Ethnography involves asking the customer structured and unstructured questions, directly observing the customer, and participating in the communities of the segment of the customer.
Audit
Mystery shopping uses a research personnel as a secret shopper to purchase the a basket of products or services from the company under study and use them to assess the customer experience. Mystery shopping can be conducted in-person, on the phone, or online. The mystery shopper evaluates the customer experience using a number of things like availability of product, helpfulness and knowledge of the staff at the establishment, and whether the product is clean and whether it works.
