Qualitative Services

Qualitative services involves looking in-depth at non-numerical data. It produces information based on description and interpretation. Think of the word 'quality' when you think of qualitative data - you are taking a deep, quality look at a phenomenon. It includes focus group, in-depth interviews, & one-on-one interviews.

Focus Group discussion (FGDs)-

Focus groups are a form of qualitative research that brings together small numbers of people to discuss a subject (such as responses to a new product or service, or opinions about a client or a client's competitors). It helps the client to understand consumers thoroughly. By moderating respondents, hidden viewpoints can be turned out from debates.

Recruitment -

• We prefer not opting for traditional methods like formal, directive, structured.
• We are actively looking to identify various target groups through online association, group, or clubs.
• We have a separate team to ensure zero per cent duplicacy among the recruited respondents.
• For B2B & HNI (High networth Individual) respondents we have specific approach panels
• We get back checks done telephonically as well as physical in few cases.
• Depending upon the profile of the respondent a formal summarize invite is being sent that could be either through mail or call.

Moderator -

• He have a strong database of moderators form various fields & industrial verticals.
• We ensure a briefing of moderator by researcher team & client team too.,

Focus group design -

• We are open for spontaneous (flexible) responses in natural flow of discussion.
• Depending on purposes of each FGD, our moderators can recommend some techniques in both Qualitative and Quantitative method in the group. By combining these techniques, we can collect thorough insights from FGD.

A quick view at the Tips for FGD execution

• Reconfirm FGD purpose before accomplishing it
• Keep balance in the group along with a back-up plan for recruitment process
• Collect usage information including facts and actual use of respondents in a pre-questionnaire.
• Retrieve knowledge on the Discussion topic prior to the interview
• Focus on listening while deploying the discussion.
• FGD is different other quantitative methods as ideas are collected by each of individuals rather than majority.
• Moderator should provide a fast report turnaround.

When FGD is applied

• Concept test
• Name and logo test
• Advertising test
• Explore study ......and many more!

Process of FGD

• Research transitory

Research agency receives research brief from the client

• Proposal

After the brief is made the agency prepares a proposal focusing on the target respondents and method to conduct group.

• Recruiting

The respondents are screened and the recruited for sharing their responses based the prepared questionnaire

• Invitation

A summarized invite is made to the participants before conducting groups.

• Set up facilities

Prepare interview room and the client room with all the required facilities like video recorder, interpreter, refreshments.

• Conduct group

Client can be a part of the group by intervening indirectly or raising his query through the moderator.

• Debrief

After finishing the group, moderator will debrief insights to the client collected from the group

• Report

Collect, analyze information and make report.

Deliverables

• Recruitment Profile sheet (Before FGD) - In Excel
• Word to word English Transcription - In Word
• Content analysis - In Excel
• Recording (audio / video)
• Report final - In PPT

In-depth interviews (IDIs)-

In depth interviewing is a qualitative research technique for conducting intensive interviews of the individuals. It is a loosely structured research method allowing freedom for both the interviewer and the interviewee, which helps to explore the perspectives on a particular idea, program, or situation.

In-depth interviews are most often conducted by telephone during a prearranged for time, however they can also be conducted:-

• Face-to-face
• At persons' physical space
• During conferences, classes, workshops, or meetings.

Potential Sources of Information

In-depth interviews typically rely on multiple sources of information to provide as complete a picture as possible. Information sources could include:

• Policy Makers
• Community Members
• Project Staff
• Program Participants/Clients

Process for Conducting In-Depth Interviews:

1 Plan has to be made to -

• Identify the respondent who will be involved.
• Identify what information is needed and from whom.
• Ensure research will follow ethical research standards.

Implementation of the interviews -

• Instructions should be included in the protocol for the interviewers:
• Develop an interview guide that lists the questions or issues to be explored during the interview and includes an informed consent form.
• Where necessary, translate guides into local languages and test the translation.

3 Training the Data Collectors -

• Identify and train interviewers
• An introduction to the evaluation objectives
• A review of data collection techniques

4 Collect Data -

• Set up interviews with respondents and seek informed consent
• Summarize key data straightaway following the interview.
• Authenticate information given in interviews.
• A thorough review of the data collection information.

5 Analyze Data -

• Transcribe and review data.
• Analyze all collected data

6 Summarize Findings -

• Solicit feedback from interviewees and respondent.

Deliverables

• Respondent Profile Sheet (IDI) - In Excel
• Transcription word to word - In Word
• Content analysis - In Excel
• Recording (audio / video)
• Report final - In PPT

Ethnography

Ethnographic research interviews are very immersive sessions which are used to help companies to understand their people better in their native environment. Our researcher watch and listen to what key individuals have to say and their reactions and behaviors of all those that surround them. Our researcher who observe facial expressions, movements, gestures, the pain areas and their workaround solutions. Our researchers watch listen and ask probing questions to pick up details you'd never see in a controlled research environment and get feedbacks about the users normal day to day activities and from a study design perspective they do relate and think like the user thus create better results. We work to classify all factors that impact a purchase decision