Qualitative Study
A qualitative study provides an in-depth understanding of consumer behaviors, perceptions, and motivations by conducting open-ended discussions and observations. Tangere’s qualitative research helps companies uncover the reasons behind customer decisions, giving rich, nuanced data to inform strategic planning and drive innovation.
How it works
Qualitative
Process
Recruitment
Identify and select qualified participants through online communities, professional groups, and referrals.
Data Collection & Documentation
Gather participant information through pre-screening and securely store all collected data on a protected cloud platform.
Final Selection
Evaluate and finalize participants based on their relevance and insights, conducting follow-up interviews if necessary.
Scheduling & Consent
Arrange interview schedules and obtain participant consent and NDAs to ensure privacy and data protection.
Pre-Session Technical Check (FGD & IDI)
Conduct a technical check to confirm participant attendance and ensure Zoom functionality before the session.
Discussion Proper (FGD & IDI)
Facilitate participant introductions, obtain recording consent, and allow client interaction through private channels.
Session Duration & Breaks
Manage session timing with appropriate breaks and consider rescheduling if discussions extend beyond the allotted time.
Post-Session Debriefing
Hold a post-session review to share feedback, discuss findings, and identify areas for improvement.
Data Security & Final Deliverables
Ensure secure handling of collected data and deliver comprehensive reports to the client.
Focus Group Discussion Study
A Focus Group Discussion (FGD) Study is a qualitative research method involving facilitated group discussions to explore participants’ attitudes, opinions, and experiences on a subject.
Tangere’s FGD studies provide valuable qualitative insights that allow businesses to understand consumer perception better, identify trends, and strengthen strategies with collective feedback.
In-Depth Interview Study
An In-Depth Interview (IDI) Study is a qualitative research method that involves individual interviews with respondents to explore their opinions, experiences, and insights in detail. This approach allows for a deeper understanding of individual perspectives and opinions.
Tangere’s IDI studies uncover the underlying drivers of customer motivation and perception that can arm businesses with highly relevant, personal data to support strategic decisions and enhance their competitive edge.
KEY INFORMANT INTERVIEWS
A Key Informant Interview (KII) Study is a qualitative research method where experts or opinion leaders are interviewed to gather specialized knowledge and insights on specific topics.
Tangere’s KII studies offer high-level information that enables businesses and organizations to gain insight into trends, challenges, and opportunities from experienced voices, enabling more informed decision-making and strategic planning.
