Data Collection

Qualitative Research

EurekaFacts has expertise in conducting qualitative research studies. Our experienced qualitative researchers help you uncover the in-depth motivators of your customers, clients, or members. These insights will help you make effective decisions and leverage your goals. We design studies that address projects, large and small, using in-person and online focus groups, in-depth interviewing, ethnographic studies, and cognitive interviewing.

Focus Groups

As part of our qualitative research methodology, we offer focus group capabilities. Focus groups are often recommended because they allow research participants to answer questions, elaborate on ideas, and comment on the discussion of the other participants. The outcomes provide rich background information on your research areas. For example, focus groups uncover issues that need to be addressed in marketing campaign planning. Our trained focus group moderators collect a wide range of input, uncover implications, probe for new ideas, and identify possible areas of sought value. Our moderators have expertise in facilitating sessions with people of diverse backgrounds, lifestyles, occupations, and educational levels.

In-Depth Interviewing

EurekaFacts qualitative research capabilities also include in-depth interviews (IDIs). IDIs are a qualitative method of research where the researcher asks open-ended questions orally and records the respondent’s answers. Interviewing is most effectively used for understanding the underlying attitudes, beliefs, and cultural influences that motivate the respondent’s behavior. Our experienced interviewers possess advanced degrees in anthropology, psychology, sociology, and business. We have the expertise to conduct in-depth interviews in any format (e.g. at EurekaFacts, on-site, telephone, web-based) with various types of participants. IDIs provide deeper insight into any research question. We have used in-depth interviewing to improve health insurance communications.

Field Studies

EurekaFacts has expertise in conducting ethnographic studies. Ethnography, or field research, is an observational form of research, where researchers rely on their observation for insight. This technique includes the use of observation, interviewing, and videotaping people in the context of their everyday lives. Field research overcomes the limitations involved with traditional forms of research, which depend on self-reporting and the researchers’ frame of reference, revealing the unspoken social patterns that may influence respondent behavior. Moreover, ethnography provides deep insight and rich data. We use both traditional field study techniques as well as powerful technology-assisted methods to mine through massive amounts of qualitative information, ethnographic data, and observation videos gather. We report to you distilled, succinct, and on-target findings and recommendations.

Cognitive Interviews

Another recommended qualitative research tool is cognitive interviewing. Cognitive interviewing entails a set of techniques to better understand the processes that an interviewee employs when answering questions in a survey. Traditionally used to pre-test surveys, clients are increasingly using cognitive interviews to test communications materials, instructions, and training guides. The multicultural EurekaFacts team has developed effective cognitive interviewing techniques in several languages, including English, Spanish, Russian, Korean, and Chinese. We have also conducted qualitative research studies using innovative cognitive interviews among children and adolescents.

Why EurekaFacts?


Certified to International Quality Standard for Market, Public Opinion and Social Research ISO 20252