Qualitative Research - Overview

More than just a group discussion

Qualitative research has long been defined as addressing the "why" questions that begin when the "how many", "what", "where" and "when" answers from quantitative research are delivered.

At Phoenix, such events of the past, while significant, are less important than your future. With us your research can be about what markets and people will do, rather than just what they have done. By developing your understanding of emerging needs and "what if" issues you will have the focus to drive change.

We specialise in research to support:

Communication through advertising above and below the line, sponsorship, brand preference and positioning, customer loyalty, purchase processes, service processes, product and package offerings, and customer management programmes.

"Market research is not a perfect science.
It deals with people and their constantly changing feelings and behaviours, which are influenced by
countless subjective factors." www.sba.gov