The purpose of qualitative research is to provide in-depth insights into a particular topic. It involves non-structured questioning or observation techniques, and there are usually relatively few respondents.

Information from qualitative research studies is often in the form of words or other indications that cannot be summarized in the form of numbers. The interpretation of qualitative information is subjective and therefore it is not considered conclusive research.

Research Concepts has conducted qualitative research studies that have addressed a variety of business issues including:

Business Issue			Qualitative Study
1.	Which types of advertising appeals and visuals are most likely to attract buyers’ attention?		Advertising research
2.	How do users feel about your Web site? What are their likes and dislikes?		Product usage research
3.	What is the buying process for your product?		Buying research