Business-to-Business and Consumer
Serving the following Markets:
  • Information Technology
  • Telecommunications
  • Associations
  • Aviation / Aerospace
  • Medical Technology
  • Pharmaceuticals
  • Specialty Manufacturing
John M. Jessen
Soundings Research
Learn to Listen / Listen to Learn

 

    Qualitative Methodology


This section is devoted to the various methods used in Qualitative Market Research, a discussion of each, when to use what, for what purpose, and so on.  The Methods section will continue to evolve, and I hope many readers will want to participate.  The list below does not cover all approaches to qualitative research. Drop me a line about the topics of most interest to you.   


 
Focus Groups
What are they?  How are they useful?  Limitations.  Strategies.  Typical engagement.   

 
One-on-One
Why go to all this expense?  When is it appropriate and not? In person? On the phone? In person?  

 
Dyads & Triads
Aren't these simply miniature focus groups? What purpose do they serve?  

 
Online Strategies
What are they? Why one type over another? What can I expect for results?  

 
Business Ethnography
Ahhhh, now we're talking!