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Qualitative Research

In todayís fast paced world, taking the time to understand the needs of your customers is critical to your organizationís success. As your market research partner, the Harris Interactive Qualitative Research Practice (QRP) has marketing solutions to meet all of your research needs.

What is Qualitative Research?

Qualitative research allows you to understand the underlying motivations and behaviors of individuals or a group of individuals. Itís usually defined as research that utilizes open-ended interviewing and is used to understand depth and breadth of information. It explores a variety of things about respondents, such as their:

  • Perceptions
  • Feelings
  • Values
  • Attitudes

What Can the QRP Do for You?

We provide a full array of qualitative research services in the United States and abroad. We conduct both traditional and online qualitative research. With full service capabilities of web-based and traditional methodologies, Harris Interactiveís QRP gives you an up-close-and-personal perspective on what customers think and feel.

Harris Interactiveís team of trained professional moderators and executive interviewers conduct hundreds of focus groups and interviews each year and execute research across a wide range of disciplines. This exposure to a variety of industries enhances our continuing success in meeting the research objectives of our clients.

We do this by working with our clients to identify the most suitable approach given their objectives and the particular requirements for each study. The end result is insight to what works and what does not and, ultimately, what can help make your bottom line grow.

To learn more about the Harris Interactive QRP, please contact us.