Explore motivations and reactions through focus groups, interviews, and online communities.
Through qualitative research with the MSR Group, you get to dive deep into the consumer’s mind to uncover thoughts, reactions, and emotions. With the MSR Group, you’ll gain important insights and have an experienced team focused helping you turn these insights into action.
What Is Qualitative Research?
Where quantitative research is the collection of statistical data through surveys, qualitative research is focused on learning people’s thoughts and opinions, reactions, and emotions on a topic. Whether that’s understanding if an advertising campaign gets the emotional reaction it was intended to create, or a really deep understanding about why people prefer one competitor’s product over another, qualitative research delivers the deep insights that data simply can’t.
Qualitative vs Quantitative Research
| Approach | Best suited to | Common methods |
|---|---|---|
| Qualitative | Exploring motivations, reactions, and context | Focus groups, individual interviews, online communities |
| Quantitative | Measuring patterns, proportions, and differences | Online, telephone, mobile, mail, and mixed-mode surveys |
It’s our approach to work with you to find the absolute best research method for your unique goals. Whether that ends up being qualitative research, quantitative research, or a combination both, we’re here to make sure you get the information you need to move forward.
Our Qualitative Research Methods
We use several types of qualitative research to achieve the specific goals our clients are trying to achieve. These include focus groups and online communities.
Focus Groups
Focus groups are an incredible way to get into the mind of the consumer and come away with valuable insights. We use several different types of focus groups to achieve our clients’ goals ranging from traditional focus groups to in-depth individual interviews.
- Traditional focus groups for moderated discussion
- Small groups and triads for more focused exploration
- Individual in-depth interviews for personal detail
Online Communities
Online communities have many of the same benefits as focus groups, but offer the unique benefit of being an ongoing resource that you can turn to whenever you need to float an idea or hear opinions. We work with you to build a community that reflects your target, handle the details of panel incentives, survey drafting, and more. This allows you to focus on taking advantage of the insights the group has shared.
Our Team Is Our Difference
What makes us unique as a market research company is our team. We are dedicated to your success and approach our work accordingly. Our philosophy is to not only help you uncover valuable insights that help you overcome business challenges, but to help you take action on those insights. With our caring, experienced team at your side, the MSR Group is the market research firm that helps you move your organization forward.
Let's Get Started
Get in touch with our team today to get started! We want to learn more about you and your reasons for partnering with a market research firm, and we will work collaboratively with you to design research to help you achieve your goals.Questions, answered.
When should a business use qualitative research?
Use qualitative research when you need to understand how people think, why they react a certain way, or what language they use. Focus groups, individual interviews, and online communities can help uncover motivations before a broader measurement study.
How is qualitative research different from quantitative research?
Qualitative research explores meaning, motivations, and context. Quantitative research measures counts, proportions, and patterns in a defined sample. A study may use both when the decision requires depth and measurement.