Qualitative

Harnessing fresh thinking and creativity, Harris Interactive pushes the boundaries of conventional qualitative research, to design tailored approaches that blend the best possible methods and techniques, irrespective of mode and discipline.

Our qualitative experience spans different audiences (B2B and consumers, key decision-makers, general consumers and hard to reach individuals), a wide spectrum of industries and different geographies to understand and report on a vast array on consumer motivations and emotions.

With expertise in a raft of traditional, online and more innovative qualitative approaches (such as Communities, Blogs and Forums), we understand the benefits and power of combining methodologies.

International Qualitative

Led by Harris Interactive’s team of qualitative specialists and complemented by a proven network of partners, our approach to global qualitative research is founded on three key principles:

• Design, briefing, client liaison and analysis managed by a core team of Harris Interactive qualitative specialists
• Setup and control through one contact person in your market/region
• Reflection on regional and cultural distinctions
• Combination of local interpretation with centrally controlled analysis
• ‘Bottom-Up’ approach where all countries are treated with equal weight to inform global recommendations