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DJS Research Ltd Celebrate First Successful Apprenticeship
Wed, 12th Jun 2013
DJS Research Ltd are pleased to announce that Kieran Heald has been promoted to IT Administrator following ...... Read More

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Market Research Insights

Transport Market Research Finds Commuters Annoyed Over London Train Delays
Wed, 19th Jun 2013
A poll by Passenger Focus has demonstrated a drop in London commuter satisfaction levels due to late-running trains.

While ......Read More
Market Research Finds University Offers Ignore Social Background
Wed, 19th Jun 2013
Market research findings suggest that many UK universities do not consider candidates’ backgrounds when offering places; it ......Read More
Charities in Scottish Carer Support Plea Following Survey Findings
Wed, 19th Jun 2013
Charities are urging GPs, health and social care staff and the Scottish government to ensure more support ......Read More
Market Research Shows Efficient Internet Access is Crucial to Britons
Tue, 18th Jun 2013
A survey carried out by networking products provider TP-LINK has demonstrated how important efficient Internet access is to the ......Read More
Market Research Shows Employers Calling For Graduates With Work Experience
Tue, 18th Jun 2013
An education survey of 18,000 university leavers undertaken by The High Fliers has discovered that university graduates ......Read More
Survey Shows Benefits of Car Rental Trend
Fri, 14th Jun 2013
A survey conducted on behalf of the British Vehicle Rental and Leasing Association (BVRLA), which questioned 3,700 car rental ......Read More
Poll Highlights Consumer Confusion over Energy Efficiency Technologies
Wed, 12th Jun 2013
Utility market research commissioned by Rexel Northern European Zone has shown that as many as nine in ten Britons ......Read More
Opinion Survey Finds Rise in Consumer Satisfaction with Online Shopping
Tue, 11th Jun 2013
Retail market research conducted on behalf of UPS has revealed that the majority of Britons now prefer to shop ......Read More
Survey Sees Facebook Popularity Drop Plus Public Dislike of Social Media Marketing
Mon, 10th Jun 2013
A new survey by YouGov indicates that Facebook’s massive nine-year popularity is showing signs of waning – UK users ......Read More
Survey Finds UK Entrepreneurs on the Rise
Fri, 7th Jun 2013
Professional services market research by online freelancer platform PeoplePerHour, which questioned 400,000 self-employed workers, has discovered the top entrepreneurial ......Read More

Qualitative
Market Research

DJS Research Ltd have vast experience in conducting qualitative market research and are able to adopt the full range of qualitative methodologies, including:

Focus groups or group discussions/mini groups
Depth interviews
Observation
Telephone depth interviews
Online group discussions
Accompanied surfs/web enabled groups

All qualitative research is carried out by our own senior team of researchers (see people for our profiles).

If you are unfamiliar with qualitative market research we have outlined some background information below...

Qualitative research aims to provide an understanding of how or why things are as they are. For example, a Market Researcher may ask a group of mobile phone users to explain how they chose their tariff product and why they chose that one. This discussion may cover how they use their phone, how they get information on mobile phone tariffs, how they select a supplier and other things besides.

Unlike quantitative research there is no fixed set of questions but, instead, a topic guide (or discussion guide) is used to explore various issues in depth. In qualitative research the discussion between the interviewer (or moderator) and the respondent is largely determined by the respondent’s own thoughts and feelings. The interview tends to be longer than a quantitative interview and fewer interviews are conducted.

There are various types of qualitative research methodologies. Research of this sort is mostly done face to face. One of the best known techniques is the market research focus group discussion. These are usually made up of 6 to 8 targeted respondents, a research moderator whose role is to ask the required questions, draw out answers, and encourage discussion, and an observation area usually behind one way mirrors, and video and/or audio taping facilities. A series of market research focus groups are usually conducted together - often around 4-6 per project.

In addition, qualitative market research can also be conducted on a 'one on one' basis i.e. an in-depth market research interview with a trained executive interviewer and one respondent, a paired depth (two respondents), a triad (three respondents) or a mini group discussion (4-5 respondents).