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Management Insight’s qualitative
research services deliver the answers and insight
professionals need to make fact-based decisions with
confidence. Management Insight offers professional
services to design, execute and analyze domestic and
international qualitative research such as focus groups,
in-depth interviews, and time-and-motion studies.
Focus Groups
Focus groups are
effective for illuminating people’s perceptions,
feelings, and thoughts about issues, products, services,
or opportunities. While the results are not suited for
making statistically significant projections, they are
excellent for understanding issues in depth, and getting
at the emotion of what is really driving people’s
behaviors.
In-Depth Interviews
Similar to
focus groups, in-depth interviews are useful for
uncovering the emotion and drivers behind people’s
perceptions and actions. Conducted either in person, or
over the telephone, in-depth interviews can be useful by
themselves, or for honing focus group questions or
quantitative research instruments.
Time-and-Motion Studies
In
contrast to Focus Groups and In-Depth Interviews,
Time-and-Motion Studies are an opportunity to observe
people where they work, in their natural environment,
managing every day tasks. Time-and-Motion studies
will often reveal behaviors, habits and
processes that people are not even aware of
themselves.
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