Quantitative Research is more concerned with questions about: how much? how many? how often? to what extent? On the other hand, Qualitative Research is concerned with finding the answers to questions which begin with: why? how? in what way?

Qualitative research is applied when your business needs to explore some of the following issues:

Understanding purchase decision-making

Uncovering product and service needs and preferences

Identifying business strengths, weaknesses, and opportunities

Evaluating the efficiency or pre-testing advertising/public relations strategies

Exploring and discovering people's attitudes, behavior, and intentions

Exploring brand positioning

Testing new product ideas or concepts

Assessing public affairs issues

During almost a decade of operation IDRA has acquired quite a wealth of experience and expertise to conduct qualitative research for many issues and clients. Some of the marketing issues we have been involved with are listed below:

  • Brand positioning
  • Pricing perceptions
  • Advertisement and Communication research
  • Concept testing
  • Packaging and graphic design research
  • Motivational research
  • Product testing, etc.
  • IDRA employs highly qualified and experienced moderators who have been conducting qualitative research for some of the leading brands in the market including Coca-Cola, P&G, Vodafone, Raiffeisen Bank, JTI, etc.

    We possess all the necessary facilities and equipment to conduct focus groups and in-depth interviews (video-audio registration, large TV screen in observer room, simultaneous translation equipment, etc).


    In-depth interviews

    Paired interviews

    Focus groups