Qualitative Methods

Qualitative Research

Qualitative market research is a potential marketing tool to estimate the product’s or a brand’s market position. VMR uses the power of unique qualitative concepts starts from traditional approaches to hybrid techniques to gather feedback from customers that helps entrepreneurs to make business decisions. It is more of concepts and opinions, the behaviour of people to explore the new position in the global market. We have immense global experience in conducting enhanced qualitative sessions with live response feedback.

VMR takes the custom approach in conducting qualitative sessions to enhance group thinking. Our modulators and analysts are experienced in prevailing ideal qualitative methods for discussing and exploring the product’s potential and brand perceptions.

Our Qualitative methodologies include


Qualitative Methods


Ethnographic Market Research


Nowadays, most of the companies are concentrating on how consumers feel about their product and service at the point of usage environment. EMR is a systemic market research that allows you to observe consumers behaviours in their environment using products and services.

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IHUT & B-IHUT


Rather than a regular telephonic survey, IHUT & b-IHUT is one where clients show much interest to understand, how their consumer responds to their products in a normal usage. As it sounds, the participant take a product or prototype to their home to test

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Tracking studies


Tracking studies enable you to gauge market progression, understand customer brand perceptions and changes that allow the marketer to keep updated with the rapidly changing market trends to reach your target audience.

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Mystery shopping


Mystery shopping? How will mystery shopping help your company improve service and sales? How do you select your mystery shopping? Don’t worry, we’ll help you. Mystery shopping (Mystery consumer, secret shopper) is the easiest and most inexpensive tool used by many companies in assessing the customer service quality.

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Face-to-Face Market Research (F2F)


F2F is a conventional and most used tool for market research to build rapport with respondent behaviour. Despite the rise in popularity of online and mobile surveys, face-to-face (in-person) interviews

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Online & Offline IDI’s


IDI’s are rigorous and versatile qualitative insights of respondents for exploring consumer perception, where expert opinions are needed to gather this detailed information and also it’s easy to conduct IDI

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Dyads / Trayds


Dyads and Triads can be thought of as very small focus groups involving 2-3 participants, which forms a homogeneous group of unknown or, alternatively to set up a degree of conversation over each other for some period of time and our team aims at establishing

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Virtual round table (VRT)


Virtual roundtable discussions are small-sized specialist sessions from remote locations provide with online audio & video streaming from client-based locations. This method has shown its fingerprints in the future

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Focus Group Discussion (FGD)


FGD is basically an unstructured way but effective and easy market research technique that helps in evaluating the feasibility of a new product or service by reaching potential user feedback which helps in organizational planning, marketing

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Telephone Depth Interviews (TDI)


Telephone depth interviews or TDI’s follow the exact pattern of an in-depth interview. It is a one-on-one discussion between a respondent and an interviewer, conducted over the phone instead of in-person. We recruit respondent and conduct concept testing

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Computer assisted web interviews (CAWI)


Computer-assisted web interviewing (CAWI) - an internet survey interviewing quantitative method where the respondent follows a questionnaire script provided on a web page. The questionnaires flow developed by web programmer

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Web assisted telephonic interviews (WATI)


In some areas of research, a telephone is still a tool for better contact method than a pure online survey, especially in case of business and medical specialist or where live interactive dialogue is needed.

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Computer assisted personal Interviews (CAPI)


CAPI or computer-assisted face-to-face interview have most impressive features over traditional paper and pencil techniques to collect data. In which an interviewer uses a smart device like smartphones, tablets, laptops and PC's

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Computer assisted telephonic interviews (CATI)


CATI is a right choice where the personal touch is needed for a research project, in which customer will be advocating or guided by our experienced researchers in delivering pre-programmed questions having a logical relationship.

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