Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the problem. Qualitative data collection methods vary using unstructured or semi-structured techniques. Some common methods include focus groups (group discussions), individual interviews, and participation/observations. The sample size is typically small, and respondents are selected to fulfill a given quota.

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Central Force specializes in conducting qualitative research in many fields including Healthcare, Telecommunications, Banking, Insurance, Consumers, Retail, Energy, Education, Tourism, and Manufacturing.

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Central Force has experience conducting various methods of Qualitative Data collection including Roleplay, In-depth interviews, Focus group discussions, assisted shopping, ethnography, workshops, projection techniques, and augmented /virtual reality to name a few.