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The marketing research 'toolbox' consists of two main types of research methodologies: quantitative and qualitative. Quantitative
research - most often conducted in the form of telephone, mail, Internet or online surveys - is the best known, and provides us with
the 'stats' that we all love to share over the dinner table - "Did you know that one-in-four adults don't eat breakfast?"
Underlying such fascinating statistics, however, are the equally fascinating reasons for their existence in the first place. While
the question 'why?' can be, and often is, asked in quantitative studies to determine the reasons underlying peoples' opinions,
behaviour and perceptions, very often those reasons are complex, deep-seated and/or difficult to uncover. Responses to 'why' questions
on quantitative surveys, therefore, often help only to scratch the surface of our understanding of the research issue.
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This is where qualitative research comes into the picture. Including in-depth interviews, mini-groups and focus groups, and using a
variety of specialized techniques, qualitative research digs deep to gain an understanding of the thoughts and motivations underlying
peoples' emotions, opinions and behaviours. More than that, qualitative research is frequently used to identify the range of opinions
held on particular issues, giving guidance to the development of effective quantitative research tools.
Mustel Group offers a full range of qualitative research services together with the skill and insight to uncover what really matters
to the respondents. We have extensive experience on a wide variety of topics / issues for both public and private sector clients,
including:
- Communications research into creative marketing messages, packaging and advertising
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