Qualitative Research

A body of research techniques that seek insights through loosely structured, mainly verbal data, rather than measurements. Analysis is interpretive, subjective, impressionistic and diagnostic. There are several ways to collect this data.

Focus Groups
	A number of respondents gathered together to generate ideas through the discussion of, and reaction to, specific stimuli. Under the steerage of a moderator, focus groups often used in exploratory work or when the subject matter involves social activities, habits and status.

Depth Interviews
	This phrase is used to describe a variety of data collection techniques, but mainly for qualitative research undertaken with individual respondents rather than groups.

Telephone Research
	Telephone contact with a respondent, in order to obtain a depth or structured interview