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In-depth interviewing

Qualitative research is particularly valuable when a deeper understanding of customer perceptions, attitudes and motivations is needed. It also focuses more of the question of ‘why’ a particular opportunity or trend is developing. This knowledge enables organisations to make robust business decisions on the future development of existing and potential new markets and products.

There are a number of methods that can be used to gain a deeper market understanding and typically involve one to one interviews and/or facilitation of group discussions, where participants frequently hold different views. Particular methodologies used include the following:

Focus Groups
Group discussions
In-depth Interviews
Paired, Triad and Family interviews

Qualitative Research

sectors we cover

Consumer (B2C), Business to Business (B2B) and the Public Sector

Working with a large number of leading companies, Protel has developed an outstanding reputation for its Fieldwork services and in-depth market research and analysis, building a strong presence in these areas due to the quality of the service we deliver.