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Qualitative survey methods are used at the point, when there is little information covering an issue subject to study, or else when a deeper and more complex knowledge should be obtained. Such is, when a new product is being launched, or when there needs to be found out an attitude towards certain brands – in these cases qualitative marketing studies are being actively utilized.
As opposed to quantitative study methods, these surveys do not target statistical data, but rely on realization, explanation and interpretation of the empiric input, while representing a source of formation of hypotheses, insights and productive ideas.
BRIF Research Group has held qualitative surveys since 1997. Throughout this period, we have held over 300 qualitative marketing surveys in most various areas.
The main qualitative survey methods utilized by BRIF Research Group are being represented by the following tools:
