ComRes

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Qualitative Research and Focus Groups

We can provide you with a detailed assessment of the thinking of almost any audience both in the UK and globally – including the most hard-to-reach decision makers.

ComRes qualitative research allows you to explore, in detail, why your stakeholders hold the views that they do. It gives you the chance to really get under the skin of an issue and find out whether your communications are reaching vital audiences – and what will help you make them more successful.

Qualitative research is discursive, deliberative and stakeholder led, allowing it to identify unexpected perceptions, and unforseen approaches. It is also perfect for understanding how products, or communications campaigns can be improved to better meet stakeholder needs.

We offer the full range of qualitative research techniques including depth interviews, focus groups, and innovative new methods.

Our qualitative research experience include both face to face and telephone projects, stakeholder interviews, multi-country studies, and projects involving difficult to reach participants and sensitive topics.

Case studies include:

• Qualitative depth interviews among more than 200 CEOs, of companies with a turnover of more than $50m in ten countries worldwide as part of a thought leadership research project on accountacy
• A series of focus groups held for a casino operator to test attitudes amongst those wavering regarding the construction of a new regional casino. Research produced key strategic messaging to be developed that enabled public acceptance of the development.
• Branding work for a political party researching those who would naturally align with the party but were currently opposed. The work was a key driver in a re-brand that significantly altered attitudes.
• Focus groups for a high profile civil liberties NGO looking at the impact on minority groups of a proposed change in the criminal law. This research formed a key part of the organisation’s lobbying campaign

Our qualitative research is managed and conducted in-house by ComRes’s Research Analysts. All of this team at ComRes are fully trained to conduct qualitative interviews and our team includes experienced focus-group moderators. Conducting this research gives our analysts a particularly direct and strong understanding of results during the analysis phase.

For more information on how ComRes’s Qualitative Research can add value to your communications or policy work contact Research Team Manager Jonathan Rider on jonathan.rider@comres.co.uk or 020 7871 8660.