Cambridge Focus

By: Cambridge Focus  09-12-2011
Keywords: qualitative research

Qualitative research is a means of finding out not simply what people do, but why they do it. So, for example, what is it that people like, or dislike, about a product? Why do they feel that way? And what would they prefer? Qualitative research requires having exploratory discussions rather than each person being asked the same standard questions. Qualitative research can provide a greater understanding of what people need, want, feel and care about, which can be valuable information. One of the best-known techniques for gathering qualitative data is through focus groups, where eight or nine people are brought together for a particular amount of time to discuss something. Have you ever wanted to participate in a focus group? Most focus group participants say it is very interesting and enjoyable. Participants are compensated for their involvement, at the time of the study.

All research participants working with Cambridge Focus come from the Boston area. Participants hear about us through postings on Websites such as Craig's List, by observing flyers or handouts we have distributed, from friends who have been research participants, seeing advertisements in newspapers, or learning about us through groups or organizations to which they belong.

Keywords: qualitative research