Qualitative research can be used to inform quantitative design or to understand the ‘why’ behind quantitative findings.  Qualitative analysis seeks to understand unstructured information such as interview and focus group transcripts, open ended survey responses, observations, online commentary, photos and videos. We use qualitative research for a deeper understanding of employees, customers and members to inform business decisions, policy formation, communication and research.

We provide focus groups both in-person and online, in-depth interviews and laddering technique interviews.  Our moderators and interviewers have extensive experience with a wide range of audiences, hard to reach populations and senior level executives.

Recent projects have focused on topics of understanding generation-based differences between employees, understanding the manager-employee dynamic, examining critical departments or groups with low engagement and determining best-practices.