Qualitative research and techniques with Heawood

<body leftmargin="20" marginwidth="20"> <div align="center"> <p> </p> </div> <table width="600" border="0" align="center" cellpadding="0" cellspacing="0"> <tr> <td valign="bottom" class="boxlist"><table width="600" border="0" align="center" cellpadding="8" cellspacing="0" bgcolor="#EEE0EF" class="darkbluebrdr"> <tr > <td width="596" colspan="2"><p align="left" class="heading">Qualitative Techniques ...</p> <p align="center" class="blueheading">   Focus and Discussion Groups</p></td> </tr> </table> <p align="left" class="boxlist">  </p> </td> </tr> </table> <table width="600" border="0" align="center" cellpadding="0" cellspacing="0" class="maintext"> <tr> <td ><p class="maintext">Focus groups are a structured process used to obtain detailed and specific information about a particular topic. They are particularly useful for exploring attitudes and feelings and to draw out precise issues that may be unknown to the client.</p> <p class="maintext">A focus group is composed of eight to ten participants who are brought together to discuss a clearly defined topic. Typically, groups are composed of like minded individuals, all representing a particular segment of the population.</p> <p class="maintext">Group dynamics allow the free exchange of ideas, views and opinions. This interaction, controlled by a moderator, provides a depth of information and views beyond what is achievable in a one-to-one interview.</p> <p class="maintext">Heawood's team of experienced moderators has facilitated a wide range of both consumer and B2B groups on behalf of many private and public sector clients. Furthermore, we have an expert team of recruiters who ensure that the correct respondents are invited to the discussion group.</p> <p class="maintext">Viewing facility benefits – without the cost.</p> <p class="maintext">Focus groups often take place in viewing facilities with clients able to view the discussion from behind a one way mirror. However, the cost of hiring such a facility can be extremely expensive for clients.</p> <p class="maintext">Consequently, Heawood has set up its own technology via the use of digital CCTV and video equipment which enables us to facilitate groups in almost any location and our clients to watch the discussion ‘live' – just as if they were in a viewing facility.</p> <p class="maintext">We have a network of approved facilities throughout the UK and can provide clients with all the benefits of a viewing facility – at a much reduced cost. The success of this methodology is proving so popular, that many of our clients now insist on it!</p> <p class="maintext"> </p></td> </tr> <tr> <td class="heading"><table width="100%" border="0" align="center" cellpadding="8" cellspacing="0" bgcolor="#F7EEF7" class="darkbluebrdr"> <tr> <td bgcolor="#EEE0EF"><p class="heading">Qualitative Techniques... </p> <p align="center" class="blueheading">Depth Interviews </p></td> </tr> </table> </td> </tr> <tr> <td class="maintext"><p> </p> <p>In-depth, one-to-one interviewing is a qualitative research technique that is useful for testing new product or service concepts or to gain a greater insight for subsequent quantitative studies.</p> <p>The methodology is often used to avoid external influences on respondents' comments or where the target sample for the research is hard to access e.g. Senior Managers , Physicians, etc. In-depth interviewing is typically conducted either face-to-face or by telephone, usually at the respondent's office/place of work.</p> <p>Depending on the chosen methodology, depth interviews present each respondent with the opportunity to talk for between 30 and 60 minutes, whereas in a focus group, individuals are limited to around 10-15 minutes each. Depths, however, do not benefit from the same ‘dynamics' that are so important in discussion groups.</p> <p>If a qualitative approach is required, Heawood has the necessary in-house experience and range of techniques to ensure your information needs and requirements are fully met. </p></td> </tr> <tr> <td class="maintext"><p> </p> <table width="600" border="0" align="center" cellpadding="8" cellspacing="0"> <tr class="maintext"> <td width="173" height="120"> </td> <td width="395" height="120"><img src="images/heawoodsignoff.gif" alt="Heawood Research" width="195" height="85"></td> </tr> <tr class="maintext"> <td colspan="2"> <div align="center">Heawood Research Limited 1A Village Road, Prenton, CH43 5SR <br> For more information E-mail: post@heawood.com or call 01625 582829</div></td> </tr> <tr> <td colspan="2" class="maintext"> <div align="center"><a href="index.htm" target="_parent">home</a> | <a href="placement-test.htm" target="_parent">placement tests</a> | <a href="design-evaluation.htm" target="_parent">qualitative and quantitative research </a> | <a href="advertising-research.htm" target="_parent">advertising research</a> | <a href="staff-satisfaction-survey.htm" target="_parent">staff surveys</a> <br> <a href="customer-satisfaction-survey.htm" target="_parent">customer satisfaction surveys </a> | <a href="marketing-research-and-strategy.htm" target="_parent">marketing research and strategy </a>| <a href="contact.htm" target="_parent">contact us</a> | <a href="team.htm" target="_parent"> team</a> </div> </tr> <tr> <td colspan="2"><hr></td> </tr> <tr> <td colspan="2"> </td> </tr> </table> <p> </p></td> </tr> </table> <div align="center"></div> <p> </p> <p align="center" class="maintext"> </p> </body> </html>