The Qualitative Research Directory
A qualitative market research agency will offer most things relating to this area, from expert moderation to sensitive analysis and interpretation. Techniques and specialisation may vary by company, but many will use traditional and online approaches.
A market research agency may offer qualitative research, quantitative research, or both, and increasingly consultancy services, workshop facilitation and so on. Staffing can range from one or two individuals to several hundred, with specialist qualitative agencies often at the lower end of the spectrum.
Researchers may also operate independently from larger agencies, often working on their own or with at least one other. The bonus from the client's point of view is that they can be brought in on an ad hoc basis, and may provide specialist skills.
A location specifically designed for hosting research interviews and group discussions. Sometimes known as a viewing studio, it comes with recording and playback facilities and enables client observers to watch an interview or group discussion in progress, often via a two-way mirror.
A company that provides digital platforms, (websites and/or apps), that are designed specifically to gather qualitative research data from research participants.
The professional function within market research that handles respondent recruitment project management and quality. Usually treated as a specialist activity, this function may be carried out by a department within a market research agency or by an external specialist field agency.
Recruitment, the way respondents or participants are screened and selected against set criteria, then persuaded to take part in qualitative market research, is generally carried out by specialist freelance recruiters or recruitment agencies in the UK. In US, by contrast, it is generally carried out by viewing facilities.
These companies will supply people to take notes at your event, and are usually quick enough to capture most of the conversation verbatim. They will also transcribe audio or video files of any research work, often with a 24-hour or quicker turnaround.
Some transcription agencies provide translation services and vice versa. They all offer a fast turnaround, and may also offer a report writing and analysis service.