IntelliQ Health utilizes a variety of qualitative research methods depending on the specific needs and research objectives of our clients.
Qualitative approaches are an excellent way to gain in-depth insight into underlying attitudes, how customers think, what motivates them, what is important to them, how they describe your company and your competitors, and what unmet needs they may have. Qualitative research is also an excellent way to test new product ideas and potential product offerings. Whereas quantitative methods are statistically representative and projectable, qualitative approaches are directional in nature, even if they are conducted in multiple markets and with multiple groups and types of respondents. However, the key benefit of qualitative research is being close to the customers and listening to them speak about issues and topics of importance. No quantitative method can match the insights gained from hearing your customers having a dialogue about your company and your products.
Professional moderating and recruiting are the two most important aspects of focus groups. Without effective and expert moderating, the focus groups are not likely to go well. And, without careful and effective recruiting/screening, it is unlikely the focus groups will have the right respondents.
Since our emphasis is healthcare, we only use our own expert moderators who know the healthcare category and who have years of experience. We often conduct focus groups on highly technical topics with healthcare providers who are themselves experts in the field. As a result, it is necessary for our moderators to be expertly trained on highly technical subjects and procedures. Therefore, having moderators who have worked in healthcare and who understand the field is extremely important.