Qualitative Research

The need to talk with customers to uncover issues salient to them has become increasingly obvious over the past several years. What has not become obvious, however, are the techniques needed to uncover such issues accurately and in-depth. CFI Group’s system utilizes qualitative one-on-one customer interviews specifically designed to cover both issues identified as relevant by management personnel and to allow customers to voice their opinions, concerns and desires which might otherwise be left unknown to management.

IN-DEPTH ONE-ON-ONE RESEARCH

CFI Group’s system utilizes qualitative one-on-one customer interviews specifically designed to cover both issues identified as relevant by management personnel and to allow customers to voice their opinions, concerns and desires which might otherwise be left unknown to management.

SOCIAL-PSYCHOLOGICAL TECHNIQUES

CFI Group’s qualitative system applies a combination of current social-psychological techniques whose power and scope exceed common research methods utilized by other firms.

TRANSCRIBED

Customer interviews performed by CFI Group are recorded and transcribed verbatim ensuring maximum reliability and validity in performing the analysis. Qualitative research techniques are then applied to the subsequent analysis of each transcript as well as the transcripts as a group.

NARROW-LENS APPROACH

Unlike other firms who rely on “frequency of response” coding to identify relevant factors (thereby only increasing interviewer created bias), CFI Group’s system relies on a “narrow lens approach” – a social-psychological analysis process which allows us to identify and categorize salient factors and re-group all relevant information into a subsequent model, thereby maximizing the information gained from the interviews.

IN-DEPTH ONE-ON-ONE RESEARCH

CFI Group’s system utilizes qualitative one-on-one customer interviews specifically designed to cover both issues identified as relevant by management personnel and to allow customers to voice their opinions, concerns and desires which might otherwise be left unknown to management.

SOCIAL-PSYCHOLOGICAL TECHNIQUES

CFI Group’s qualitative system applies a combination of current social-psychological techniques whose power and scope exceed common research methods utilized by other firms.

TRANSCRIBED

Customer interviews performed by CFI Group are recorded and transcribed verbatim ensuring maximum reliability and validity in performing the analysis. Qualitative research techniques are then applied to the subsequent analysis of each transcript as well as the transcripts as a group.

NARROW-LENS APPROACH

Unlike other firms who rely on “frequency of response” coding to identify relevant factors (thereby only increasing interviewer created bias), CFI Group’s system relies on a “narrow lens approach” – a social-psychological analysis process which allows us to identify and categorize salient factors and re-group all relevant information into a subsequent model, thereby maximizing the information gained from the interviews.