Tag Archives: Qualitative Research

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  1. Insights in the Numbers

    You Have the Research, Now Turn the Numbers into Insights

    The following blog post was written by Josh Elander, Research Associate at RMS. While the numbers that result from a market research study can sometimes speak for themselves, it’s important to be comprehensive. Data should be thoroughly examined for valuable insights, and at the end of a project the findings should tell a story relevant Read more

  2. Data Collection in this Digital Age

    Market Research: More Than Data Collection in this Digital Age

    The following blog post was written by Mark Dengler, President & Owner of RMS. Over the past several years, the market research industry has sought to identify relevant consumer data and turn that into decision-making, informational knowledge for clients. However, no longer is it sufficient to simply analyze data and answer questions like “Are my Read more

  3. customer experience

    3 Tips to Elevate the Customer Experience

    The following blog post was written by Maggy Stewart, Graphic Designer & Marketing Coordinator at RMS. Years ago, customer service got a little shifty. It wasn’t uncommon that you found yourself trying to communicate your billing issues via keypad and automated telephone systems. It also wasn’t uncommon to find yourself treated as just another number Read more

  4. RMS anniversary

    Cheers to 15 years!

    Cinco de Mayo is a significant day for Research & Marketing Strategies, Inc. (RMS). This year, May 5th marks RMS’ 15th year of helping clients better understand their market perception through comprehensive data collection, surveying, assessments, focus groups and interviews. This impressive milestone marks a long journey from a three-person operation providing market research, to Read more

  5. 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 Read more

  6. 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 Read more

  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 Read more

  8. 4 Tips for Transcribing Open-Ended Responses

    In-depth interviews (IDIs) are an insightful qualitative research method that allows the researcher to tap into the mind of consumers. To keep costs down, many businesses choose to complete IDIs via telephone, rather than the more costly option of conducting the interviews in-person.  While telephone IDIs provide a cost advantage, the researcher loses the ability Read more

  9. The Golden Rule of Qual Before Quant Explained in 4 Points

    When budgets get tight and businesses need to get answers fast, many will immediately jump to a survey or other form of quantitative design. Decision-makers just don’t have the time to wait for a lengthy process of in-depth interviews (IDIs), focus groups, or shop-alongs. The trade-off of a lengthier and more in-depth study does not outweigh Read more

  10. Focus Groups: A Window Into Your Customer's Mind

    This article was written by Mark Dengler, President of Research & Marketing Strategies (RMS) in Syracuse, NY. It was featured in a prior edition of RMS News. Focus groups are a tried and true way to engage populations to learn in-depth information about opinions, perceptions, and experiences. They are a form of qualitative research that Read more

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