Qualitative Research

Qualitative research is one of the big strongholds for SRP. Our experience in qualitative ranges from customer or internal stakeholder ideation, new product screening to determining need gaps and jobs to be done, underlying motivations (laddering), barriers to acceptance and focus for advertising positioning.

SRP conducts traditional focus groups, virtual focus groups, quads, triads, dyads, in-depth Interviews, and teleconference groups. Typically, in the course of these sessions, some written activities are used to provide the opportunity for respondents to think independently without group bias.

For in-person groups, activity sheets are collected at end of sessions to capture insights that may not have had opportunity to be voiced during group discussion. In virtual groups, the translations have included chat rooms for Q&A , messaging between the respondent and moderator or e-mails to relay individual opinions.

At times due to time and budgetary constraints, or if the universe warrants it, the qualitative and quantitative have been combined into one phase.