Qualitative search is collecting, analyzing, and interpreting data by observing what people do and say. Qualitative research is designed to reveal a target respondent’s range of behavior and the perceptions that drive it with reference to specific topics or issues. It often uses in-depth studies of small groups of people to guide and support the construction of hypotheses.

Today, qualitative methods in the field of marketing research are varied. Regardless of any method, qualitative research is always based on open-ended queries; it uses in-depth probing to uncover the thoughts and feelings behind initial responses; and it applies insights and learning to the research process in real time. Typical qualitative methods include:

• Focus group

• In-depth interview

• Observational method

CCM used qualitative method in industry research. Focusing on an enterprise, our main research purpose is to dig out the reasons for the enterprise’s decision making and what tactics to be adopted. 

Focus group

A moderator-led discussion among a group of CCM’s consultants, who share their observations, opinions or insights relevant to their search issue(s) at hand. We also often invite some of our cooperated experts from domestic enterprises, associations and academics to attend the group discussion.

The focus group discussion conducted by us often includes 8 to 12 participants and typically one to two hours in length. We hold the group discussions in person (face-to-face) or conduct them remotely by tele conferencing, by video conferencing, or through the Internet using text chat, online collaboration tools, desktop video conferencing, or various forms of tele/web conferencing.

In-depth interview

Depending on the research subject and context, we can conduct in-depth interview (IDI, one-on-one) for clients. We have skilled interviewers, who have years of experience to assess and analyze the marketplace. In addition to industry knowledge, our interviewers have practical experience in the geographies under investigation. These interviewers’ background and instincts allow them to probe deeper and ask more insightful questions, resulting in more meaningful information.

Usually, CCM conducts IDIs in person at a research facility, the respondent’s home or workplace or a public location, or by telephone.

Observational method

Observational method in psychological research entails the observation and description of a subject's behavior. Researchers utilizing the observational method can exert varying amounts of control over the environment in which the observation takes place. This makes observational research a sort of middle ground between the highly controlled methods of experimental design and the less structured approach of conducting interviews.