Qualitative Research

Qualitative Research

What are the benefits of using Thanaka? Why are most cars in Myanmar white?
What are the believes impacting on nutrition? And how has TV started to change the ideal of beauty in Myanmar?

To know your target group you need to understand their context. We employ different qualitative techniques to get the bigger picture:

  • Group Discussions & Workshops
  • In-depth Interviews
  • Home Visits
  • Intercepts
  • Key Informant Interviews
  • Shop Alongs
  • Diaries
  • Concept Recycling Workshops
  • Ethnographic approaches: we observe and escort consumers in whatever context – when going out, at play, cooking, cleaning etc

Qualitative team focuses on :

  • Moderator Guidelines Developing
  • Participant recruiting and screening
  • Focus Group Conducting
    • Moderation
    • Note Taking
    • Simultaneous Translation
    • Audio and/or Video Records
  • Transcribing
  • Translating Salient Points into English
  • Analysis using AtlasTi

You are invited to watch all Group Discussions in our viewing facilities.