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:
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).