Focus Groups	Online Focus Groups
In-Depth Interviews	Ethnography

Qualitative Market Research (QMR) grew out of the social sciences nearly 50 years ago. In recent years, QMR has become an indispensable investigative tool. QMR can never entirely replace the precision of quantitative market research. However, the strength of QMR lies in its ability to provide motivational insight.

Focus groups have been used to predict everything from the outcome of the recent national elections to the design requirements of the PT Cruiser. QMR, if conducted properly, delves below top-of-mind responses to a comfort level that encourages participants to share their opinions, motives and feelings. A successful QMR study provides insight into the "whys" behind a behavior.

The Quan Market Research Company can be your qualitative market research partner - providing answers to your pressing business and organizational issues. The Quan Company works across a variety of industries and has the breadth of experiences to address the range of challenges facing your organization.

These experiences coupled with rapport building and questioning techniques encourage participants - from a wide range of cultural, socio-economic and demographic backgrounds - to expose their underlying motivations.