The need to understand customers and employees remains critical to the success of businesses, government agencies, and other organizations large and small. While quantitative data plays a crucial role in capturing the opinions of consumers and employees, it often stops short of answering questions about why respondents feel the way they do and what is behind their ideas and opinions.
Qualitative research can help clarify what customers and employees need and expect. It can help provide insights into how service quality can be improved and which factors may be causing service failures. It can also be used to explore topics and ideas in detail, and helps bring to light what is relevant and meaningful.
CFI Group has expertise in a wide array of qualitative research methodologies across a variety of platforms and channels (e.g., in-person, telephone, online, or mobile). We manage all aspects of a qualitative program, including study design, project management, respondent recruitment screening, moderator/interviewer discussion guide moderating/interviewing, respondent honorarium payments, results analysis, and report development.
OUR QUALITATIVE PROCESS INVOLVES: