Qualitative Research

Different stakeholders have different and diverse factors to consider when evaluating new products, and accurately identifying and addressing them across the board means not accepting these factors at face value, but rather questioning how you know what you know.
Qualitative research allows you to dig up the “why” and “how” to better understand your customer, tailor your value narrative accordingly, maximize your studies, and market more efficiently.
Qualitative studies uncover information that cannot be assessed numerically and are vital to illuminate insights and details that quantitative studies cannot.

Qualitative data can be used in standalone studies or to help evaluate, interpret, and confirm findings from quantitative studies. Additionally, qualitative research can help guide data collection in your quantitative studies – and vice versa.
Qualitative research can help to identify unmet needs and can be carried out to determine how your device would be used in simulation.
Qualitative data collection methods include individual interviews, focus groups, observations, ethnography, action research, and more.

We can help you make sense of, and give context to, stakeholder issues by adding depth and details that can only be elicited by in-depth interviews with key informants, landscape studies, environmental observation, expert panels, and focus groups.
As your “human instrument” of data collection, our experts can conduct inquiry in a way that limits disruption of the natural context of the phenomena of interest and reduces bias and subjectivity, and even help eliminate ethical challenges surrounding qualitative health research such as power relationships between researcher and participant, while also keeping protection of human subjects when using ane emergent qualitative research design in mind.
Qualitative research is interpretive; we can ensure reliability, validity, and best practices within qualitative analysis and translate your data into a report-rich narrative.