Qualitative Research

Qualitative Research provides us with the human side of research, providing researchers with an opportunity to understand "how", "why" in great detail, often for a smaller number of participants.  Utilization of descriptive and projective techniques allows the researcher to uncover unmet needs, pain points, and opportunities to create products, services, evaluation and approaches to serve the population being studied.  These techniques are very much in line with Advanis work using descriptive choice methods - participants reveal their preferences for features and services rather than state them directly (which is aligned with actual purchase behavior). 


The Advanis team includes skilled qualitative researchers and moderators. We use the best method for the project specifications, including research needs, budget, and timeline. Our methods include, but are not limited to:


  • (IDIs) In Depth Interviews:   Telephone and video chat based interviews. This method is excellent for business or professional audiences, or where user experiences are being explored in depth. Our method includes an open chat room for observers to live listen and pose questions to the moderator. All interviews are recorded, and transcribed interviews are available upon request.  IDIs eliminate the constraints of geography. 
  • Focus Groups:  Focus groups are an ideal method to explore commonality and differences in experiences with products, programs, or services.  Typically held in medium to large population centres, focus groups are an excellent way for back-room observers to see and hear respondent experiences and needs first hand. 
  • Online Qualitative Groups:   Online qualitative research allow researchers to gather participants from across the country into a singular online group. Activities online can include interviews, discussions, and creative activities. Online allows for all participants to offer their opinions, without being drowned out by other participants. Typically taking place over multiple days, online qualitative allows time for reflection, or for stimuli revisions. 
  • Stakeholder Workshops:  Facilitated discussions with key internal or external stakeholders in order to develop future focused insights and ideas related to the research question.
  • Online Markup tools: can be incorporated into both qualitative research or quantitative surveys, markup tools provide initial and detailed impressions of visual stimuli such as advertising, websites, or packaging.


Advanis hosts a focus group facility in Montreal, located at our office in the heart of the city.