Tag Archives: Qualitative Research

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  1. 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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 5 Steps to Improve Participation in Qualitative Research

    There are many crucial aspects to a good qualitative research project, including the moderator’s guide, design of the participation packet, and even the report that is delivered afterwards.  But all of those pieces of the qualitative puzzle are insignificant unless you can actually get a fair number of participants to show up for the focus groups and/or interviews. Read more

  10. 4 Benefits of Transcripts in Qualitative Research | Market Research Upstate NY

    This blog post discusses the key benefits to using transcripts in qualitative research, particularly in reporting. RMS is a market research firm located in Upstate NY.

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