In-depth research focuses on the experiences, interpretations, impressions, or motivations of an individual or small group of individuals, and seeks to explore how people view things and why. Qualitative research is not designed to be representative of a population, but often helps to uncover beliefs, attitudes, and opinions that may affect behavior.

dmrkynetec utilizes the following variety of data gathering approaches:

• Desk research
• One-on-one in-depth interviews (in-person or electronically~)
• Dyads, triads and clinics (in-person or electronically~)
• Focus groups (in-person or electronically~)
• Inclusion of open and probe based questioning in our surveys
   
  ~ by telephone or via the web

Our experienced qualitative research staff utilizes a wide range of techniques to help clients fully understand how people may think about or react to concepts, ideas, or issues. Some of these techniques include the following:

• Analogies
• Direct or non-direct interviewing techniques
• First impression or sensitized exposure
• Word associations
• Laddering / chunking
• Lateral laddering
• Belief levels
• Compare & contrast
• Strengths & weaknesses
• Challenge & justify
• Probed open questions
• Observed prompting
• Neuro-linguistic Programming
• Observation
• Trade-off

For more information: Please contact us.