Category Archives: Qualitative Research

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  1. What is an IDI?

    The following post was written by Emily Palermo, Research & Social Media Associate at RMS. An in-depth interview (IDI) is a qualitative research method that gathers comprehensive information from stakeholders. Researchers often conduct IDIs in-person, over the phone, or via the web as it’s critical for the respondent and interviewer to be able to converse

  2. How To Get The Right Participants For Focus Groups

    When it comes to focus groups, it’s crucial to recruit the right participants. Typically a focus group includes a small number of people, often between 8 to 12 participants, plus a moderator that helps guide the discussion. The moderator’s goal is to get participants to answer the pre-defined questions in the moderator’s guide, but also

  3. What is VoC Research?

    The following post was written by Mark Dengler, President at RMS. In the market research world, the voice of the customer (VoC) is key to understanding and managing customer experiences as well as enhancing product/service design. You should always be listening to your customers and what they are saying, whether it be directly to your organization’s

  4. What Is Mystery Shopping?

    Mystery shopping is a popular research method used to gather feedback from an audience. It’s common for mystery shopping to be conducted in-person, but can also be conducted via phone or by making online inquiries. Mystery shopping is not solely used for retail research, as it is commonly known for. During a mystery shop, a

  5. Transportation Client Satisfaction Case Study

    This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS). Background: A school transportation organization recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct sales strategy research. The client wanted to better understand customer satisfaction and perception of services provided by the organization. The market research

  6. New Product Launch Case Study

    This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS). Background: An organization that creates outdoor gardening products partnered with Research & Marketing Strategies, Inc. (RMS) to conduct a product perception study. The client wanted to test the market perception of several new product concepts. The market

  7. What Is The Difference Between Qualitative and Quantitative Research?

    The following post was co-written with Zach Shaw, Panel Associate at RMS What is Qualitative Research? Qualitative research is a non-numerical method used to discover and understand consumer behavior, beliefs, attitudes, experiences, and interactions. Qualitative data is often implemented during the exploratory phase of the research, using unstructured or semi structured techniques to facilitate an open