Our Qualitative Capabilities

Qualitative Research

In Qualitative Research we focus on the importance of looking at variables in the natural setting in which they are found. This is very essential in getting the in-depth insights from respondents and the situation. We provide diversified qualitative research services based on the project requirement.



We carry out in-depth interview with target respondents conducted by trained moderator who collects specific information about one person. The conversation can be held through face to face or telephonic. These conversations are loosely structured, and respondents have been allowed wider freedom of expression for seeking required set of information. At PMR, we have skilled moderators to ensure the conversation being focused with high quality insights.


Ethnography is a qualitative method and a study of people in their own environment using methods such as participant observation and face-to-face interviewing. The main objective of this type of research is to gain insights into how people interact with things in their natural environment or culture. At PMR, we have experienced professionals who are skilled in direct observation, video recordings, photography.


We hire a secret person, consumer or shopper to visit business locations or outlets by posing as a potential consumer and will be assigned series of specific task which includes observation, questions to ask, complaints to voice, purchases to make and certain business aspects to note. The collected information will be shared with the companies for further decision making. Mystery shopping is designed to provide companies with valuable information that they may use to improve their business, service or product.



We conduct IN-PERSON interviews in which a group of respondents or people with similar backgrounds or experiences are invited at facilities to discuss specific topic of interests which includes their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. A skillful and well experienced moderator is a necessary requirement in FGDs to seek exact required information from the group. We have a team of best moderator professionals from the industry to serve quality FGD services to our clients.


Dyads and Triads can be considered as a smallest version of focus group. Dyads consist of two respondents while Triad consists of three. However, there is occasionally a connection between participants (i.e. husband, wife and their son or purchaser and user). This methodology has advantage as insights are collected with added stimulation from interchange in respondents.


Online Bulletin Boards are forum or communities which are held privately through internet on a programmed platform. The respondents are asked to log-in at their leisure or convenient time to participate and answer the questions. They share their experiences, information, ideas, and opinions. This research method is very cost-effective with a quick turnaround.

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