Qualitative Research


Qualitative Research For Better Business Strategies


Real-time analysis of customer’s motivations, needs, and requirements is the core of your business success. Qualitative research is a great way to understand how your customers think and behave. Unlike quantitative research, it relies on different data collection strategies like in-depth interviews, focus group discussions, participant observation, and narrative life histories.

Qualitative content analysis is also possible by examining audio, video, and text. These methods allow you to learn more about the behaviours and experiences of people in a particular study.

To identify the true market landscape and evaluation of challenging prospects, Insights Opinion carries out qualitative business research with our highly passionate and competent researchers. Through in-depth data, they can help you in understanding the underlying motivations and opinions about the market campaigns and products.


How Does Qualitative Data Analysis Work?

Qualitative research analysis overcomes the limitations of quantitative methods. It can help in capturing changing attitudes within a target group like the consumers of a product or service or the attitude of employees in a workplace.

Qualitative research is an ideal methodology to know or explain the actions, motives, and traits of members of a particular group. Since it gives you access to content-rich information about perceptions, emotions, and interpersonal interactions, this type of research can also be used in the business world when you want to know what a particular group thinks about the ideas for products, or services or when you want to try something.

Qualitative research can also be used to develop new products. While it takes time and money, qualitative research can uncover the emotional connection between a product and its consumer. Because people act on impulse, it is not easy to understand why they buy something, but qualitative research helps to reveal that connection.

As one of the renowned qualitative market research companies, Insights Opinion provides you:

  • First-hand information for exploratory research.
  • Insights of focused groups along with telephone depth interviews, ethnography and web-based interviews.
  • Increased levels of customer’s satisfaction with qualitative surveys.
  • Planning of long-term business strategies as per market demands.

Qualitative Data Analysis Services


Qualitative research approach is more conversational and descriptive, thus it helps understand the choice of the people. Here are some services provided by experts of qualitative data.

1. Qualitative Observation

This type of research observation uses subjective methodologies to collect organised information or data. The five main areas of qualitative observation are the main senses—sight, smell, touch, taste, and hearing—and how they function. This involves attributes rather than measures or numbers.

2. Interviews

Conducting one-on-one, in-depth interviews is one of the most common qualitative research methods. A personal interview is carried out with one respondent at a time in a purely conversational method. It gives the interviewer an opportunity to get details in depth from the respondent.

3. Focus Groups

A focus group typically has a small group of participants who are members of your target market. One of the major advantages of conducting qualitative content analysis with focus groups is that now it can be done through online surveys on a variety of qualitative research platforms, and replies can be gathered instantly.

4. Record-Keeping

It uses already-existing, trustworthy documents and other sources of information. New studies can take advantage of these data. To gather pertinent information that will probably be employed in the research, one can look through books and other reference materials.

5. Case Study

Case study only requires a deep understanding of the data collection techniques. It is one of the easiest approaches to conduct research. This kind of research methodology is employed in a variety of fields, including education, the social sciences, and others.

Qualitative Research Approach For Every Industry


Our experts can provide a detailed insight into every industry and collect qualitative data for customers. Some of the industries we serve are

  • Ecommerce
  • Travel, Leisure & Hospitality
  • Media, Publishing & Entertainment
  • Mobile & Video Games
  • Marketing, SEO & Advertising
  • Technology & Software
  • Business & Finance
  • Legal

How Can Insights Opinion Help?


Our clients trust us and rely on us for the satisfactory research results we offer. As a renowned qualitative research company, our data collection experts are located in key research markets for the collection of local data which, when combined with the excellent research facility, guarantees success.

If you are targeting the global market, our team of 4 million+ panellists implements a consultative approach to ensure your success in each country. We have an association with global strategic partners, so you have only one point of contact throughout the duration of the project.

Whether you are a giant market player or a start-up, or need a comprehensive solution or limited insight, we offer the best outlook with the help of excellent online qualitative research platforms and project management. If you are looking for a qualitative analysis of survey data, connect with us to explore more about how our qualitative research can help in the growth of your business.


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Benefits of Insights Opinion’s Exceptional Qualitative Research Approach


Get a deeper understanding of the customer actions through a qualitative research approach. Here is what Insights Opinion has to offer:

  • Development of insightful business dashboards.
  • Optimisation of strategic decisions.
  • Generation of positive and soft image of the brand and marketing company.
  • Cleaning of the data for effectiveness of marketing campaigns.
  • Increase in sale activity.

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