Qualitative Research

Qualitative research expands the range of knowledge and understanding beyond the needs of the organization or the researchers themselves. It answers questions of why something is the way it is or what is behind the facts. In many instances, quantitative and qualitative can go hand in hand. For instance, a quantitative study may find that x number of people prefer a certain type of soap over another. However, a qualitative study of purchasers could reveal why many of them prefer this product and how these benefits can be expanded and presented to other potential buyers.


The following lists the qualitative services currently offered through Outsource Marketing. However, it must be pointed out that this list is by no means static. We’re constantly evaluating and learning about new qualitative techniques and incorporating the most effective into our toolbox.


  • Traditional Focus Groups in both formal and informal settings
  • Bulletin Board Focus Groups
  • Online Focus Groups
  • Phone Interviews and Focus Groups
  • Phone Interviews incorporating an online meeting site such as WebEx or Adobe Acrobat Connect
  • One-on-one Interviews
  • Usability Testing
  • Observational Study