Qualitative research includes such methods as one on one executive interviews and focus groups and is our major research tool for assisting organisations develop campaign and recruitment strategies,

Our emphasis on qualitative research is based on previous experience in conducting research for many membership based oganisations While the raw data produced by quantitative research has real value in identifying issues and trends in targeted clients, focus groups provide an opportunity for exploring motivations and reasonings behind stated opinions and enable a more thorough understanding of membership needs to be developed. The conduct of focus groups greatly enhances the value of any advice.
We employ non-directive interviewing techniques to facilitate discussion and draw out a range of attitudes and opinions held by participants. Rather than dominating the information flow, we aim to shepherd a conversational information exchange and explore opinions beyond their plain statement.

Focus group findings in themselves are not reducible to core quantitative results or able to be projected onto the entire membership but provide real insight into the way membership formulates its opinions and judgments of an organisation.

The information gleaned from focus groups can be augmented by the conduct of executive interviews. Executive interviews tap into the insights of those most directly involved in running the organisation. As such they provide an independent and confidential forum for officials to communicate their thoughts and perceptions about the performance of the organisation without fear or favour.

As the people principally responsible for the daily performance of the organisation, the executives have a valuable insight that is always of assistance in preparing advice.