Deeper Understanding and Multiple Dimensions

Qualitative methods provide us with a deeper understanding of why we act or think in certain ways in different decision-making situations. The purpose of qualitative methods and research is to gain insights and understanding with more dimensions regarding how people reason “between the lines” (the implicit) – capturing what is not explicitly stated (the explicit).

Learn more about our various qualitative methods: in-depth interviews, focus groups, online focus groups, and online insight forums in the menu on the right.