Qualitative Market Research Services

Research Methodology

Typically used to formulate a theory and develop an initial understanding of a problem or issue, Qualitative Research can assist in determining the values, perceptions and feelings that influence behavior.

Research Ideas

This form of research is primarily used to generate ideas for product or service development, investigating brand positioning, and establishing a companies or products strenghts & weaknesses.

Research Method

Facts ‘n Figures conducts multiple qualitative practices that captures insights to drive product, brand and concept development as well as marketing strategies. We utilize focus groups, in-depth interviews, ethnographies, on-line focus groups, bulletin boards, as well as observational and usability qualitative techniques.


We have moderators on staff and contract professional moderators representing various industries ranging from basic consumer products to technology and the medical field. We also provide moderation in foreign languages with a specialty in Spanish. You may request a top line summary or full report of your groups. Transcripts and translation of discussion groups are available in multiple languages.


Our state-of-the-art qualitative research and commercial test kitchen center provides the very best cutting-edge resources for your qualitative research needs. In fact, Impulse Surveys has consistently recognized Facts ‘n Figures qualitative research facility as one of the best in the world.

Strategic Planning

We work with your team to create effective solutions that are viable for today and sustainable for the future. We work to understand the mechanics of your business so that innovations fit budgets, personnel capacity, and accentuate your business strengths – set to time horizons that are aggressive but accomplishable.

Our Solutions Provide Deep Insight

We provide exceptional facilities, services, recruiting,
technology, and moderating to help you reach your qualitative research goals

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Customer Insight

Qualitative Research provides insight into your customers’ mind. Face-to-face interviews and focus groups can provide valuable insights into products, market opportunities and customers.

At Facts 'N Figures our Qualitative research turns human understanding into meaninful data-points. We aim to figure out the motivations for their thoughts and strive to go beyond the surface. It’s about getting people to talk about their opinions so you can understand their motivations and feelings.

Face-to-face interviews and group discussions are the best way to get this kind of in-depth feedback. Qualitative research can be valuable when you are developing new products or coming up with new marketing initiatives and you want to test reactions and refine your approach.

Qualitative Research


  • Develop hypotheses for further testing and for qualitative questionnaire development
  • Understand the feelings, values, and perceptions that underlie and influence behavior
  • Identify customer needs
  • Develop parameters (i.e., relevant questions, range of responses) for a quantitative study
  • Capture the language and imagery customers use to describe and relate to a product, service, brand, etc.

Qualitative Analysis


  • Perceptions of marketing/communication messages
  • Information obtained in quantitative study and to better understand the context/meaning of the data
  • Generate ideas for improvements and/or extensions of a product, line, or brand
  • Understand how people perceive a marketing message or communication piece
  • Uncover potential strategic directions for branding or communications programs