Qualitative research obtains data from a relatively small group of respondents
which is not analysed statistically. Alternative Minds typically uses
qualitative research as a prelude to quantitative research, to help the client
define the problem, generate hypotheses etc. Qualitative research is extremely
valuable when exploring an issue and is more effective than quantitative
research in exploring and identifying subconscious motivations. Qualitative
research results cannot be safely generalised to the whole population as
sample size is usually too small.
Our qualitative research projects typically use a direct approach and disclose
the purpose of and client for the research project. Our expert researchers ask
questions that are direct and to the point. However, we do undertake projects
using an indirect approach as long as a debriefing session is conducted with
all respondents upon completion in which the true purpose of the research
is given and the reason for the deception explained.
Alternative Minds has used a number of qualitative research techniques to help
clients understand various aspects of their business, including In-depth
Interviews, Focus Groups and Projective Techniques. We have developed innovative
mechanisms for efficiently exploring and recording peoples views, opinions and
perceptions, then delivering the results using qualitative research techniques
without incurring some of the excessive costs usually associated with such projects.