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Focus Groups - behind the scenes

A market research focus group is a type of qualitative research, focused on analysing people's preferences and thoughts. Quantitative methods, such as sales figures and customer surveys, assume a fixed and measurable reality, and analyse data through numerical comparisons. On the other hand, ...


Why Market Research is an investment for success.

Qualitative (ie. face-to-face) research offers numerous benefits for businesses looking to launch, rebrand and communicate with their customers. It can prevent an overly optimistic forecast of success - a common pitfall of the zealous entrepreneur.  Qualitative research ensures you thorough...

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