Quantitative and qualitative research are like two wings of a hawk: when working together, they raise us to an elevated understanding and provide a panoramic view of the situation on the ground. Quantitative data gives a factual basis for planning—a snapshot of a situation. Qualitative information can go deeper, to find out the things that really matter to consumers. For example, in a quantitative survey, 80 out of 100 consumers might confirm that they prefer one brand of tea over another. But valuable information comes from understanding what drives that preference. Is it the smell? The taste? The packaging? The name? The price? A combination?
iris takes pride in providing our clients with a rich understanding of their target audience, producing methodologically rigorous but reader-friendly research. We analyze information conveyed through language and behavior about beliefs, values, feelings, and motivations that underlie behaviors. Our approach identifies what consumers say they want—as well as the needs they haven’t articulated yet.
Our research expertise includes study design, technical advice and support, reference materials, qualitative software, audio and video taping, interviewing and transcription services, and observation facilities. We employ a team of experienced in house researchers and moderators for in-depth exploration of perceptions and development of insights. We use experienced field staff to recruit across all socioeconomic classes, and highly trained supervisors to keep a check on project quality. In addition to our on-site facilities, we also conduct groups throughout Pakistan, so whether it be Islamabad or Quetta, iris provides the same high level of recruitment and client support services.