IPM Market Intelligence Caucasus
Qualitative
Qualitative surveys are a research method used to gather in-depth insights and opinions from a small group of people. Unlike quantitative surveys, which focus on numerical data, qualitative surveys use open-ended questions to encourage participants to share their thoughts and experiences. The data collected from qualitative surveys can provide valuable insights into customer behavior, preferences, and attitudes, and can be used to inform product development, marketing strategies, and more.
Focus groups are a research method used to gather feedback from a group of people about a product, service, or idea. Participants are typically selected based on specific criteria and are asked to share their opinions and experiences in a group setting. The information gathered from focus groups can be used to improve products or services, develop marketing strategies, and make important business decisions.
An in-depth interview is a qualitative research method that involves a one-on-one conversation between the interviewer and the interviewee. The purpose of this type of interview is to gather detailed information about the interviewee's experiences, opinions, and perspectives on a particular topic. In-depth interviews are often used in social science research, market research, and journalism to gain a deeper understanding of a subject. The interviewer typically asks open-ended questions and encourages the interviewee to elaborate on their responses.
Capacity
For Qualitative surveys IPM owns private rooms for focus group discussions, fully equipped with streaming capabilities.
Moderation
Focus group discussions are conducted exclusively by experienced and trained moderators. The enumerators possess both academic qualifications and extensive experience in social and marketing research. In qualitative studies conducted by IPM, the project manager is crucial not only to the success of the focus group but also in the analysis and interpretation of data. The project manager fulfills the role of moderator, analyzes data, and personally oversees every aspect of the research process. Moderator carries out focus groups using specific techniques. The main research tool of the moderator is the guideline. Moderator actively carries out group discussion and uses probing according to the research goals to get the needed information. IPM’s moderators in correspondence with the research goals often use non-direct research – projection methods (Personification; Association Techniques; Completion Technique; Construction Technique; Expressive techniques). These techniques can be used in case of request.
Recruitment
Recruiting manager, under supervision of project manager, leads the process of recruitment of the respondents. Interviewers of the qualitative department of IPM are also involved in the process of recruiting, which in turn operates under supervision of recruiting manager.
As mentioned above, we have extensive experience working with hard-to-reach respondents. We have a specific database that contains the contact information of these people as well as the contacts of our Key Informants. With a huge network and reliable key informants, we are always able to achieve our research goals.
