While there are a variety of research methodologies that fall under the umbrella term “qualitative methods,” all share the similar assumption that the respondents are the experts on why they think and behave in the way that they do. Experienced qualitative researchers are skilled in the arts of observing, interviewing and listening to gain an in-depth understanding of what the world looks like through the eyes of the consumer. For more than 40 years, Galloway Research has been conducting research that employs sociological and ethnographic methodologies through the use of professionally trained qualitative researchers.
In addition to our traditional qualitative methods Galloway Research also has the experience and expertise with methods that allow us to converse with consumers in their most “natural” settings, such as consumers’ homes, retail stores, online and among their private social network groups.
While most of the qualitative research conducted by Galloway Research is intended to generate rich, in-depth and “stand-alone” results, reports and recommendations for clients, one of our greatest strengths is that qualitative and quantitative researchers work together to create deliverables that combine the power of both methodologies.