Unquantifiable information such as verbal/non-verbal reactions, attitudes and behavior is retrieved and analyzed as implications in business terms.

Qualitative Research Outline

Projects are primarily conducted in a group discussion in a professionally-designed interviewing environment. A typical approach is called focus group discussions, where participants are encouraged by a moderator to discuss certain topics in a manner that retrieves their deep-seated emotions, feelings and thoughts.

Main Types of Qualitative Research

Group Interviews	6～8 respondents per group. Averaging 2～2.5 hours per group. Typically 5～6 respondents and 2 hours per group.
Mini Groups	3～5 respondents per group. Averaging 1.5～2 hours per group
Pair-Interviews	2 respondents (friends/a married couple) averaging 1～1.5 hours.
In-Depth Interviews	One-on-one interviewing with a moderator, averaging1～1.5 hours.
Ethnography	The respondent is accompanied by an interviewer observing and studying specific moments of consumption, for example, shopping. It is a method devised to understand attitudinal/behavioral patterns of consumers in a real-life situation.

Resources

A total of 18 contracted moderators are capable of handling abroad spectrum of categories.

Recruiting Network

Five full-time staff workers supervise and direct contracted recruiters.

Typically, respondents are recruited by using a screening questionnaire via recruiters' personal referrals and own database over the telephone.