Africa Qualitative Research

Qualitative Research is one of the basic market research tools that has been widely used in international marketing and advertising for about 50 years now.
Qualitative research provides great insight on the thought process of customer. Skilled qualitative researchers ask probing questions to customers to extract insights which can help develop actionable plans to market products and services more profitably

Qualitative services offered by eMpulse in Africa include:

TRADITIONAL QUALITATIVE
o Focus Groups
o In-person and telephone Individual Depth Interviews.

ONLINE (BULLETIN BOARD) QUALITATIVE
o Online Depth Interviews, focus group discussions and combos of both
o Multi-country qualitative projects
o Large sample (50-200 respondents) qualitative.

QUALITATIVE SHOPPER MARKETING RESEARCH
o In-store Depth Interviews
o Shop-alongs.

QUALITATIVE RESEARCH ON ONLINE COMMUNICATIONS
o Qualitative input for website development and improvement
o Qualitative input for Search Engine Marketing.

ETHNOGRAPHY
o In-store – using: digital camera photos + online shopping reports
o In-home – digital photos + online diaries on storage and usage.

QUANTITATIVE-QUALITATIVE COMBOS
o In-depth qualitative interviews with the selected respondents in quantitative surveys.

MONITORING AND ANALYSIS OF ONLINE CHATTER
o Social media – Facebook, Twitter, etc.
o Other online discussion forums, etc.

ANCILIARY QUALITATIVE SERVICES
o Transcriptions of “traditional” focus groups and depth interviews
o Affordable in-depth analysis of open-ends from quantitative surveys.