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Qualitative Research

Phoenix’s qualitative research services include:

  • Focus groups
  • Mini focus groups
  • In-depth, one-on-one interviews
  • Dyads and triads
  • Website testing and usability studies
  • Interviewing in many languages
  • Ethnographies

To help design complex studies, Phoenix offers clients the option to conduct key informant interviews to support the research process itself. These interviews are particularly valuable where the context or environment in which the research is conducted is characterized by complex processes, procedures, players or other factors.

We have expertise using a variety of recruitment methods beyond traditional random telephone calls. These include, but are not limited to:

  • Recruitment through phone or mail surveys
  • Online pop-up processes
  • Obtaining parental permission for youth under 16
  • Intercepts at shopping malls, campuses and other locations
  • Working through various community groups that service specialized populations, such as new Canadians, seniors, or Aboriginal Canadians
  • List recruitment (e.g. lists of clients, donors, subscribers, applicants, and others)
  • 1-800 recruitment (which can be used to protect the confidentiality of private lists)

In terms of data collection, we conduct focus groups, in-depth, one-on-one interviews, dyads and triads, and mixed-mode research. Multiple research methods are often needed because of special requirements associated with one or more of the target audiences.

Phoenix offers expertise conducting focus groups that involves more than moderation. Some studies require participants to do advance preparation (e.g. read parts of draft documents sent in advance, review a website, review/complete government forms). Others involve in-group exercises, scenarios, and tools, or the use of computers. We also have broad experience in conducting studies that include in-group stimuli (e.g. use of visual or text-based stimuli).

We also provide:

  • Interviewing in many languages: Interviews can be conducted by phone or on-site, and include a wide range of languages, including Mandarin, Punjabi, Yugoslavian, Greek, Polish, and numerous Asian languages.
  • Ethnographies: This includes interviews with research participants in their home environment, as well as day-in-the-life shadowing of participants. This can be used, for instance, with business people, to record and observe their use of technology.
  • Real-time CATI review of materials: This involves interviews with respondents who use their computers to click on a URL to observe different stimuli (e.g. graphic designs, other material) at the same time as the interview (i.e. the visuals are rotated through at the same pace as the CATI interview progresses).
Qualitative Research
Phoenix SPI