Qualitative research seeks to gain insight into how people feel about a particular issue, question or range of subjects and ultimately answer why they feel that way.

Some projects are wholly qualitative in nature but others can involve a mix of qualitative and quantitative research (either by undertaking preliminary qualitative research in order to identify topics to be investigated further or by using results from quantitative research in order to probe in greater depth the reasons behind some of the opinions expressed).

Our qualitative team is knowledgeable and passionate about providing excellent results across all types of qualitative research, such as:

  • Stakeholder consultation
  • Informing and developing strategy and policy
  • Customer satisfaction
  • Programme evaluation
  • Employee consultation
  • Usability testing
  • Advertising and social marketing campaign evaluation
  • Concept testing
  • Brand development

BMG Quick Facts

  • No job is too large or too small for our qualitative team
  • Past small-scale projects have involved 1 mini-group and 5 face to face in-depth interviews.
  • Larger scale projects have involved up to 60 traditional focus groups and over 300 face-to-face in-depth interviews.
  • Offered as a full project service, or separately (including recruitment only, fieldwork/moderation only and analysis and reporting only)

Working with communities

Qualitative research is all about understanding people, and when it comes to conducting this kind of research, you need to be able to reach the people in the communities being asked for their opinions and gain their trust.

With a varied range of experience and knowledge across many sectors, we specialise in consulting with communities, consumers, companies and public bodies and we regularly engage and work with a wide range of individuals of all ages, with all socio-demographics and levels of professional expertise, including:

  • children, young people and parents
  • elderly
  • businesses and employees
  • stakeholders and consumers
  • policy and senior decision makers

We also have a wealth of experience in engaging and consulting ‘hard to reach groups’ including: black and minority ethnic (BME) groups; Gypsy, Roma and individuals of Irish Traveller heritage; lesbian, gay, bisexual and transgender (LGBT) communities; victims of crime; people with disabilities and other vulnerable adults and children.

Qualitative Research Methodologies & Recruitment

To deliver valuable and insightful research we use innovative qualitative research methodologies and often combine exercises and projective techniques. This can include traditional face-to-face focus groups, mini-groups, online focus groups (synchronous and asynchronous), telephone and face-to-face in-depth interviews (individual, paired and triads), deliberative techniques (e.g. citizen’s juries), usability and accessibility studies and extended workshops.

BMG Research also has a dedicated qualitative recruitment team who can recruit using a variety of methods, including face-to-face, telephone, using lists and customer/resident panels, area forums and through community groups and other organisations.

No matter what you need, our qualitative methodological and recruitment approaches are completely flexible and set up to provide excellent results and insights.