Qualitative Research typically refers to research that utilizes open-ended interviewing to explore and understand the how and why associated with consumer decision-making and behaviors. At Harris Interactive, our Qualitative Solutions Practice works with you to provide an in-depth understanding of your current or target customer’s underlying motivations, values, attitudes, perceptions, and behaviors.

Our team has experience in every major industry. Our moderators and field managers have extensive experience in conducting both online and traditional qualitative work, resulting in thorough guidance and insights. Additionally, our offerings are global – with offices internationally and a network of qualitative research partners around the world.

Because of our unique structure at Harris Interactive, we are able to provide a consultative approach, project customization, and innovations typically associated with a boutique qualitative shop –while still retaining the resources, efficiencies, and reach associated with a large market research firm.

Qualitative Research Services

• Consultation with Clients and Internal Teams
• Qualitative Research Design from both a Methodological and Sample Perspective
• Proposal Generation
• Research Guide Design
• Research Project Management
• Professional Moderating and Interviewing
• Analysis, Reporting, and Implications

Qualitative Methods and Practices

• In-Person Methodologies
  • One-on-One Personal Interviews
  • Traditional Focus Groups
  • PulseLine Groups featuring a Perception Analyzer
  • Advanced Strategy Labs (ASLs)
  • Ethnographies
  • ValuesConnect

• Online Methodologies
  • One-on-One Interviews with Webcam Interviewing
  • Bulletin Boards
  • Chat Groups
  • Invoke Chat Platform (qual/quant hybrid)
  • Online ASLs
  • Online Communities
  • Blogs
  • Online ValuesConnect