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QUALITATIVE RESEARCH |
Qualitative studies are concerned with diving deeply and understanding the motivators and drivers behind behavior, rather than simple measurement. Because of the highly personal and interactive nature of qualitative studies, they are generally an excellent exploratory tool that helps researchers better define the problem, the detailed questions to ask, and provide the general direction of expected responses.
Some popular collection methods include: in-depth interviews via in-person interview and phone, triads, focus groups (8-10 respondents) and larger focus groups (20-30 respondents).
Cadence has conducted numerous qualitative interviews in a wide variety of settings. Given our partnership with Schlesinger Associates, Cadence has the capability to conduct market research in almost any city in the United States, Canada, European Union, and Asia. We can set up interview rooms with closed circuit audio/visual feed if a facility is not available locally.
Cadence offers a wide variety of qualitative applications including:
- Buying Process. These studies are designed to identify the process by which a patient is diagnosed, evaluated, and treated for a specific condition. Typically, the steps of a buying process include: origination, diagnosis, treatment, follow-up/maintenance, and relapse.
- Positioning. After a product profile has been written for a drug, these studies help the client to understand if its chosen position is viable and, if it is, how can it be optimized to maximize uptake.
- Message and Concept Testing. After the product position has been defined, the creative elements of the campaign can be crafted to create a memorable, meaningful, and compelling way to communicate the product position. Message and concept testing seek to optimize the creative content.
- Sales Aid Testing. These studies evaluate sales aids in terms of story flow, effectiveness of visual design, clarity of message, overall appeal, identification of missing information, etc.
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