The qualitative research method investigates the 5W1H of marketing and decision-making: Why, When, What, Where, Who and How. Consequently, quantitative research requires fewer but more focused samples than qualitative research, which uses larger samples. Our services regarding qualitative market research concentrate on the reasons and purposes that drive customers’ behavioural patterns towards specific brands or products. It also focuses on their opinions, desires, perspectives, choices, and most importantly, expectations.
A Wide Range of Qualitative Techniques Offered by IBI
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