A modern alternative to expensive focus groups
Qualitative surveys give depth, like that from groups, but with statistically valid sample sizes
How qualitative surveys work
They use advanced software which interacts with participants in real-time, and which controls the pace at which questions are shown to participants.
This ensures that participants are engaged throughout, and enables prompting and probing questions to be asked, as happens in focus groups.
Qualitative surveys & Focus groups
Focus groups enable discussion among participants, and allow for off-the-cuff questions by the moderator. Qual surveys, on the other hand, are more like one-to-one depth interviews, and the questions are more pre-planned than they are for groups.
But with both methods there is liberal use of open-ended questions, so that participants can answer in their own words.
When could you use qualitative surveys?
Basically, whenever you might think of using focus groups. So that would be for eliciting consumer feedback on new product concepts, pack designs and messaging, product names, marketing communications, and so on.
MRQual is a research consultancy and survey software developer run by Richard Clark. Richard has worked in online market research for many years, and has provided training services for the Market Research Society.
Who are we?
Richard Clark
Find out about the modern alternative to expensive focus groups
“With MRQual you get the richness of qualitative married with the robustness of numbers. All with a very impressive turn-around time.”
Orwell House
50 High street
Hungerford
RG17 0NE