One-On-One Qualitative Research
One-on-one qualitative research got its roots in the offline world in the form of face-to-face in-depth interviews (IDI’s). iModerate has taken the one-on-one qualitative research approach online, providing clients the depth and openness of an IDI and the efficiencies of an online methodology.
What is one-on-one qualitative research?
What is one-on-one qualitative research?
Qualitative research, whether in the form of groups or one-on-ones, is designed to reveal consumer behavior and the perceptions that shape their buying habits. By providing in-depth access into the mind of respondents, qualitative research delivers feedback that offers a deeper understanding. One-on-one qualitative research allows for more personalized, and often more engaging discussions than qualitative group methods. Moderators are able to focus on the individual and delve deeply into their opinions to truly understand the dynamics at work as they relate to the topic. iModerate’s online approach gives respondents an added layer of comfort as they are essentially anonymous. This translates to a more open and honest conversation even when discussing the most sensitive of subjects.
