Quantitative research is generally better at answering the "how much/many" questions, while qualitative research is better at answering the "why". Today, marketing to the individual customer is gaining more importance, and getting to understand the motive behind the behavior of customers is extremely useful. Therefore, Anderson Analytics provides a variety of proven qualitative technique to help our clients gain deeper understanding of the market.
Because of Anderson Analytics text analytics capabilities, techniques which were previously limited to qualitative research can now be performed within a quantitative survey instrument. Ask us about our AA-Text and TAT/PSE methodology within quantitative survey research.
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Projective Techniques
For most products and services, the vast majority of consumers’ decision-making occurs on the subconscious level. We can look at sales data to understand current behavior, but since respondents do not understand and can not articulate their true motives of why they are purchasing something, Anderson Analytics employs qualitative techniques common in psychology such as TAT/PSE (Thematic Appreciation Tests/Picture Storytelling Exercises) . Our projective techniques are unique and have been applied to many studies. We have found that it is particularly powerful when applied to studies that involve discussion of intimate, personal or private experiences.
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Online Focus Group Chats “AA-ChatSM” & Online Focus Group Discussion Boards “AA-FocusSM”
Anderson Analytics employs sophisticated online focus group technology that allows you to gather up to 50 participants (we recommend smaller groups in most cases) for discussions without worrying about geography or travel. Discussion/focus group participants can join from wherever they have access to the web – office, home, or hotel. Our technology allows study participants to have real-time private discussions with the research moderator while the group is going on.
Online Focus Group Chats or Discussion Boards can incorporate picture files, video, and audio. Benefits versus traditional methods include participant candor, larger sample size, cost effectiveness, and geography.
Bringing traditional qualitative research, such as Focus Groups or 1-on-1 interviews and other qualitative techniques online is critical in helping to understand the "Why's". Sometimes this is the only way to get to the deeper motives behind consumer behavior. Anderson Analytics often recommends Online Discussion Boards as a more efficient solution than traditional focus groups. Online Discussion boards cut costs, allow geographically dispersed sample to participate, and is more convenient in terms of scheduling for both our clients and the respondents compared to the traditional methods.
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