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Qualitative research is used to generate and focus ideas and hypotheses. These methodologies help solidify the more abstract ideas to carve out tangible solutions that can then be tested. Qualitative techniques include:
- Individual In-Depth Interviews (IDI's)
- Focus Groups
Quantitative research is the empirical investigation of numeric data. We use this data to identify patterns and relationships between variables used in testing. Quantitative techniques include
- Survey Design and Development
- Cluster Analysis
- Discrete Choice
- Factor Analysis
- Perceptual Mapping