Methods > Qualitative Research

Qualitative research is conducted with small (sometimes highly defined) samples and is done for the purpose of gathering detailed information. The objective is to get a feel for consumer' attitudes and behavior.

This type of research may be used to develop a new concept or test products, brands, and creative for advertisements, etc. Portland Research Group's qualitative reports include verbatim quotes, summaries of verbal responses, and recommendations based on qualitative insights.

Our qualitative research techniques include: