Qualitative research
Qualitative insight is a key prerequisite in the creation of a brands or services emotional connection with consumers and service users. SMS’s specialist Qualitative Research Team provides clients with creative solutions that provide in-depth insights into consumers’ attitudes and behaviours and the motivations behind these. These insights enhance, enrich and breathe life into the decision making process that is at the core of sound marketing strategy.
SMS’s Qualitative Research Team has a wealth of knowledge and expertise gained from many years experience on a vast array of studies, working with leading global brands for commercial marketing, and with service sector organisations for social marketing.
Types of qualitative studies include:
- Focus Groups
- Mini-groups
- Re-convened Groups
- In- Depth Interviews
- Paired Depths
- In-Store Accompaniments
- In-Home Visits
- Consumer and Business Panels
- Concept Labs
- Pre-testing for quantitative studies.
The qualitative research procedure
The Moderator works closely with each client to fully understand their objectives, so that she can recommend and design the most appropriate research methodology, discussion guide content and projective and enabling techniques. On each project the Moderator works in partnership with a Project Manager who is responsible for all study logistics including venue hire, respondent incentives etc. The Project Manager liaises fully with the SMS Field Force (which is in excess of 1,500 interviewers throughout the UK) to ensure recruitment is conducted on brief and on time.
Back-checking & data protection
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All interviewers are briefed thoroughly on the respondent profile.
- Questionnaires are fully approved by the client prior to recruitment.
- A 100% verification back-check of all respondents is conducted by the Project Manager via telephone.
- An appointment card and taxi is offered to minimise the risk of ‘no-shows’.
- Respondents are assured of anonymity as all names and identifying details are changed in reports and data is securely stored.
Reporting procedures
All reports are written by the Moderator, or in partnership by the Moderator and Project Manager, who have worked on the project from inception to completion, thus are highly familiar with the research objectives.
