Research Methodologies

Qualitative Methodology


In-depth Interviews (IDI):

In-depth interviewing is a method of qualitative research in which the researcher asks open-ended questions orally and records the respondent’s answers, sometimes by hand, but more commonly with a digital audio recording device. This research method is useful for collecting data that reveal the values, perspectives, experiences and world views of the population under study, and is often paired with other research methods. In IDI There is no social pressure on respondents to conform and no group dynamics.

  • Respondents can answer questions in as much details as they want
  • An informal atmosphere can encourage the respondents to be open and honest

Focus Group Discussion (FGD):

Focus Group Discussion is a qualitative research method, in the world of marketing, focus groups are seen as an important tool for acquiring feedback regarding new products, as well as various topics. A focus group is an organized discussion of between 6 and 12 participants. It usually lasts one or two hours and provides the opportunity for all the respondents to participate and to give their opinions.

  • Easily measure customer reaction
  • Can include people who are unable to read or write.
  • The facilitator can clarify certain points with the participants

Mini Group Discussion (MGD):

Mini-Group Discussion involves fewer participants than Focus Group Discussions; mini group discussion consists of 4-5 respondents and applied foremost for proficient interviews and/or B2B research, to provide the respondent a sufficient opportunity to express their opinions.

In-paired interviews (IPI):

A paired interview is a method of collecting information from 2 people at the same time who represent the target audience. Paired interviews are a very effective technique for identifying differences in working practices. Usually the interviews are conducted among a pair of friends in an integration system in which the respondents validate or invalidate each other’s opinions.

  • It is useful where priorities are not clear
  • It is particularly useful where you do not have objective data to base this on.

In-home Visit (IHV):

In-home Visit is a research method in which researchers visit respondents' residency and interview them in their own home. While in home, we strive to blend in with the setting to observe, listen, probe and use the environment as stimulus for conversation to uncover those elusive insights that help optimize a brand and engage consumers. Home visits are the and understand their Usage and consumption attitude through the environment which they live in.

  • best way to observe the consumer directly
  • Easy to understand consumer’s usage and consumption attitude through the environment they live in.

Shop Along Research:

Shop-along research examines actual shopping behavior rather than behavior that is recalled and reported after the event. The objective of this type of research is to crack down the “Moment Of Truth” which is the moment where a consumer decides whether to purchase a product or not?

Ethnographic Research:

Ethnography is one of research methods in which the researcher observes social phenomena in respondents’ natural setting. Daily lives of ordinary people could be a target for ethnographic research. Ethnography is the branch of anthropology that involves trying to understand how people live their lives. Unlike traditional market researchers, who ask specific, highly practical questions, anthropological researchers visit consumers in their homes or offices to observe and listen in a non-directed way.

  • captures behavior in the different contexts of everyday life
  • provides understanding behind statistics
  • allows emotional behavior to be captured

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