Resources tagged with "interviews"
This is a short guide to focus groups and in-depth interviews, the role of the researcher in moderating a discussion or interview and some considerations for qualitative research analysis. This toolkit is the final in a series of seven toolkits designed to provide an introduction to market research - whilst acting as a handy refresher for experienced marketers.Published:2013 Type: guide-toolkit
This article provides an insight into different types of qualitative research and how to use them for brand development, programme development, marketing and communications, targeting and segmentation, relationship marketing and customer orientation. It provides some insights that will help you to use different types of qualitative research including focus groups, observation and ethnography and creative idea generation to form a direct connection with your customers and gain insight into their beliefs, values, attitudes, behaviours and motivations.Published:2013 Type: article