Qualitative market research is a powerful research methodology that probes below the surface for affective drivers and subconscious motivations. This type of research provides the client the opportunity to plumb the depths and range of stakeholders’ attitudes, beliefs, and motivations.

When our clients’ business issues require a better understanding of customers needs and perceptions, the Key Group employs a wealth of qualitative approaches to delve into the intricacies and subtleties of customers’ opinions, motivations, drivers, and their decision making process.

Once we understand our client’s business research issues we design a research study that will meet the study objectives. Understanding our client’s business issues is always at the core of our research design. The experience and expertise of the Key Group affords our clients the most insightful and actionable results from qualitative research studies.

As a company, we strive to provide research methods that are both contemporary and effective. We have built them into a comprehensive research offering that allows our clients to make the most of every undertaking. While our primary focus is to extract the highest level of strategic value from every project we conduct, we realize that selecting the right solution is critical.

We believe we are a leader in setting the standard of analytic quality and research excellence.

The Key Group has a network of focus group facilities across the United States as well as other regions in the world. With the assistance of live translators, we are able to conduct focus groups throughout Europe and South America. We offer transcripts as well as live and archived web casts of all focus group sessions. Our team of adept moderators has performed hundreds of focus groups with particular expertise in healthcare and consumers.

Understanding the clients’ needs and crafting discussion guides is the key to success in qualitative research. We work closely with our clients to understand their needs and business issues and then develop a discussion guide to best address those issues.

Our experienced researchers are skilled at probing below the surface for affective drivers and subconscious motivations of our clients target audience. We pride ourselves on research the target end users before we start the project. It helps the researcher to become oriented to the range and complexity of the end users’ activity and concerns.

The Key Group conducts in-depth interviews in a variety of settings.

1. On-site
2. In-person
3. Phone
4. Web-enhanced