Qualitative
We have also completed a major assignment for the Dubai Executive Council which was an in-depth qualitative assessment on the needs and expectations of multiple segments.
Despite the quantitative basis which naturally arises from the data needs of the Excellence models, more and more of our clients are appreciating that adding in a Qualitative component, such as focus groups, can add a rich dimension to any study. Experienced researchers understand that Qualitative and Quantitative methods are naturally complementary and that a Qualitative component is an excellent preface to a Quantitative study. The former allows you to dive deep into attitudes and emotions and scope the range of each; following which the latter can then measure how many people are thinking and behaving in those ways. Combining the two methodologies then makes it much easier to understand why the higher and lower percentages found in the quantitative data are there.
Despite the quantitative basis which naturally arises from the data needs of the Excellence models, more and more of our clients are appreciating that adding in a Qualitative component, such as focus groups, can add a rich dimension to any study. Experienced researchers understand that Qualitative and Quantitative methods are naturally complementary and that a Qualitative component is an excellent preface to a Quantitative study. The former allows you to dive deep into attitudes and emotions and scope the range of each; following which the latter can then measure how many people are thinking and behaving in those ways. Combining the two methodologies then makes it much easier to understand why the higher and lower percentages found in the quantitative data are there.
