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Qualitative research

Qualitative research involves using structured or unstructured techniques to collect data that could give insights and provide understanding of underlying reasons behind people’s opinions, beliefs or intentions. We do this by carrying out focus groups or in-depth individual interviews. If you require us to conduct a focus group or interviews to collect information regarding a product or concept, a very experienced research moderator or interviewer will guide the focus group/interview to control the discussion so that the research objectives are met.

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