Qualitative
Qualitative research aims to deliver in-depth analysis, innovative thinking and a deep market understanding. At GfK HealthCare, the focus is on providing clear, actionable insights through qualitative research which support informed business decisions.
The key advantages of a qualitative approach:
- Exploratory and flexible
- Allows self-expression
- Allows collective responses
- Non-verbal communication
- Get close to target audience
- Observation
- Respondent-led
Qualitative methodologies include group discussions, extended creative groups, depth interviews (individual, duo and triad), tele-depth interviews, ethnography, online bulletin boards, blogging and interactive voice response.
Our qualitative team offers experienced in-house moderators and in-depth knowledge of many therapy areas. Allied to a comprehensive portfolio of data collection and analysis tools and techniques, GfK HealthCare has developed a strong reputation in qualitative research to complement its well known capabilities and strength in the quantitative arena.
In particular, we have developed three new qualitative services:
Extended creative focus groups and workshops – to get under the skin of the research issue, uncover emotional and irrational behaviours and motivations, and brainstorm solutions with your key customers and users.
War games – a competitive team-based exercise to explore arguments for rival brands.
Online bulletin boards – a web-based forum for respondents to interact remotely and anonymously with others and a moderator over the course of a few days.
Positano – a conjoint technique within a qualitative setting!
