Qualitative Research

iResearch Services believes in using the power of qualitative market research for gathering in depth information and feedback from customers and business decision makers about their opinions, beliefs, attitude and intentions.
The ultimate objective behind conducting such qualitative market research is not only to understand the customer’s thinking, but also to get their opinions about the driving force which motivates them to take a particular decision, along with the emotional feelings behind taking such decision.


Methods Adopted by iResearch Services

  • In- depth telephonic interviews
  • Focused groups
  • Telephone interviews
  • Social media monitoring
  • Community Management


The qualitative analysis performed by iRS helps most businesses in being informed about their customer’s needs, choices, perceptions and attitudes. This acts as a guiding force in being sensitive and informed about their customer’s requirement thus pioneering the marketing needs.


The feedback obtained through above modes helps organizations to get an insight on the following aspects:

  • Customer’s opinion about a product, brand or service
  • What motivates customers to choose a particular brand, supplier or product over others?
  • Influence of packaging, branding and designing on customers
  • Impact of marketing messages on customers. Which they prefer more and which turns them off.
  • Influence of price on decision making
  • Demand for a new service or product


The above in-depth qualitative research analysis provides clients the key information essential in taking decisions driven by marketing strategy. The unique and unparalleled approach of iResearch Services lies in observation techniques, researching the range and depths of buyer’s belief and attitude.


Our research helps businesses to screen ideas and concepts in the following areas, enabling them to take a step in the right direction.

  • Customer Value analysis
  • Customer satisfaction
  • Market segmentation
  • Branding and naming
  • Launch of new product
  • Naming and branding
  • Brand equity


Qualitative research is a useful tool prior to quantitative research as it throws light on the attitude, behavior and understanding of the driving force behind the decisions of the customer and iResearch Services has proven expertise in this field.