The focus group method is a qualitative market research method and is excellent when you do not only want to know what people think but rather why they think the way they do. Since you talk to fewer people in qualitative research than in quantitative, and since you have exploratory discussions rather than everybody being asked the same questions, qualitative surveys do not provide too many numbers but rather provide a greater understanding of needs, desires, feelings and ideas, which is valuable in many contexts. Continue reading

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Often clients come to Opticom with a specific issue in mind that they would like to address. To fit these needs in the most optimal way, Opticom can tailor-make research projects and adjust both method as well as scope. Opticom frequently conducts large scale market studies in order to identify relevant segments, their demands and what to focus on when marketing products and services towards these segments. Continue reading

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