Interviews and focus groups
How qualitative research uncovers the why behind your audience
Surveys will tell you what people think but dig a little deeper into behavioural insights, through real conversations with real people, and that’s where the magic happens. That’s where we uncover ‘why’ they think the way they do!
Surveys tell you what people think, but dig a little deeper into behavioural insights, through real conversations with real people, and that’s where the magic happens. That’s where we uncover ‘why’ they think the way they do!
What is qualitative research?
When it comes to research and establishing data patterns, understanding benchmarks and tracking perceptions over time, there’s a strong case for surveys. But what about when you want to go deeper or if your audience is not large enough to gather survey data? That’s when depth interviews and focus groups come into their own.
Qualitative research like this helps us understand people in depth - their thought patterns, their barriers and their enablers to wanting to do, or buy, something.
Qualitative methods are effective for exploring new product or service concepts, conducting due diligence and need confidential conversations or discovering what makes people tick to design a future customer survey.
This methodology adds vital context. On its own it’s a powerhouse, but combining quantitative (surveys) and qualitative research is dynamite.
Our methods
We design bespoke methodology for every project, but typically an MMC director will conduct a number of one-to-one interviews, usually online or CACI telephone interview style research, with your in-house expert.
We pride ourselves on effective online and face-to-face focus groups. Participants range from children to chief executives, teens to customers test subjects - we design discussion guides bespoke to each project.
We always gain permission from participants for recording sessions, then our team will professionally transcribe and analyse the findings.
What will the report look like?
Qualitative research reports are clear, engaging and explain narratives around the data. Findings are typically delivered in Word format, opening with an executive summary followed by a themed analysis of the findings, supported by anonymised quotes.
If PowerPoint summaries are more your style, we can create top level findings to share with your team too.
What sets MMC apart is that we don’t just provide you with the research findings. We deliver recommendations and an opportunity to run a workshop to help bring the data to life with your teams.
See how we helped xx with their project
The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping herself before she found herself falling down a very deep well.
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Our other services
Online and face-to-face surveys
Whether you have a strong customer list or want us to test product perceptions with 1,000 potential customers what, we’ll design a bespoke survey and run the whole process for you – we’ll even deliver recommendations based on the results.
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Desk Research
You’ve dabbled with AI and trawled through Googled searches but still don’t understand market conditions for your product or service? We have access to business databases that will take desk research to the next level and allow you to make well-informed educated decisions.
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MMC Research & Marketing Ltd
North East BIC
Wearfield Enterprise Park East
Sunderland
SR5 2TA