Qualitative
Qualitative research involves the studied use and collection of a variety of empirical materials that describe routine and problematic moments and meanings in individuals’ lives.
Qualitative Methodologies include Groups, Depths, Mini-Depths and Interactive Voice Response.
Advantages:
- Exploratory and flexible
- Allows self-expression
- Allows collective responses
- Non-verbal communication
- Get close to target audience
- Observation
- Respondent led
Because GfK Healthcare understands that every client has unique requirements, we pride ourselves not only on our innovative approach, but also on our ability to incorporate the most established methods to achieve optimum results. As a result of this combination of vision and experience, we are able to deliver exceptional interpretations and actionable solutions. The exacting standards that we utilise have established GfK NOP as one of the UK's most successful providers of qualitative research.
