Success is no accident.
Qualitative research should solve problems. Yet in far too many cases, the information doesn’t penetrate beyond the surface level. Consumers may say one thing but mean another. What are they revealing? What are they withholding? Are the answers there in black and white?
To maximize the full value of research, it takes a firm with the creativity, persistence and insight, to not only interpret the data, but to ‘drill down’ to the real story…and ultimately, to find solutions that will have lasting impact.
QRCA is a not-for-profit association of consultants involved in the design and implementation of qualitative research — focus groups, in-depth interviews, in-context and observational research, and more.