Services : Market Research :: Qualitative studies
Is the type of studies that is not possible to prepare a quantitative analysis,
instead it study in depth: opinions, motivations and reasons of
preferences.
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Focus Group
It’s a small gathering of 6 to 10 people, usually seated in a round table
with a moderator to talk about their perceptions, needs
and opinions about a particular product or service. |
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In-depth Interviews
It’s another way to get specific information in which only participate the
interviewer and the respondent. |
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Mystery Shopping
A technique used to collect specific information (service received, brands of
the store, etc.) by an undercover potential shopper. |
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