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Quantitative and Qualitative Research

  • We develop different quantitative and qualitative research techniques depending on the specific nature of each study.

  • Quantitative Research
  • The objective of quantitative research is to identify the presence and measure the frequency and intensity of the behaviors, attitudes and motivations of a determined target public. It generates precise, reliable measurements that may be replicated for the universe under study because it is based on a statistically determined sample.

    The main techniques for collecting quantitative data are: personal interviewing in the home; telephone interviews and CATI (Computer Assisted Telephone Interviewing); CAPI (Computer Assisted Personal Interviewing); online questionnaires filled out by respondents; and interviews in a central location with Intercept (a place with high people traffic where possible interviewees may be intercepted).

    The information is collected by means of structured questionnaires, with clear and objective questions to ensure uniform understanding of the questions and standardized results. In addition to interpretations and conclusions, the quantitative research report comes with tables and charts that may be prepared to enable cross referencing by profile, that is age, gender, social class, behavior, etc. as long as there are sufficient responses in each cell.

  • Qualitative Research
  • Qualitative research, also known as exploratory research, aims at understanding and interpreting behaviors, attitudes and motivations that influence or determine the choice of products and brands. It is used both to obtain deeper insight into data that have already been quantified and to set up a knowledge base which will later be tested quantitatively.

    In qualitative research, the size of the sample does not necessarily reflect the population studied in statistical terms but constitutes a portrait of it.

    The main qualitative data collection techniques are: focus groups; in-depth interviews for individuals, pairs or triads; telephone interviews; and ethnography (observation of the behavior of the consumer in his/her natural environment: at home, out shopping, on the internet, etc).

    This technique involves the use of a script that encourages respondents to think and speak freely about a subject, object or concept, covering both subjective aspects and spontaneous motivations. The final outcome of qualitative research is an analytical report on the verbal and non-verbal discourse of the public under study, providing in-depth answers to the client’s questions based on the consumers’ statements.