The type of information you need will influence how you go about conducting research.

Qualitative research can help answer questions about why people do what they do, explore the range of opinions and ideas on specific topics or issues and can explain things that can’t be explained through surveys. The results of qualitative research are descriptive rather than quantifiable or predictive.

Qualitative research methods include focus groups, online focus groups and executive interviews (also called in-depth interviews).

Learn more about our qualitative research and recent projects here:

Focus Groups

Online Focus Groups

Executive Interviews

When you need quantifiable data, you will want to utilize surveys. Find out more about our survey research work here.

There is one more type of research that you may consider—secondary research. Secondary research is information gathered from existing sources. Secondary research is often conducted prior to primary research to provide background and even data for comparison. Secondary research is an important tool in conducting competitive intelligence.

Learn more about our competitive intelligence work here.