Quantitative Research is more concerned with questions about: how much? how many? how often? to what extent? On the other hand, Qualitative Research is concerned with finding the answers to questions which begin with: why? how? in what way? 

Qualitative research is applied when your business needs to explore some of the following issues:

  • Understanding purchase decision-making
  • Uncovering product and service needs and preferences
  • Identifying business strengths, weaknesses, and opportunities
  • Evaluating the efficiency or pre-testing advertising/public relations strategies
  • Exploring and discovering people's attitudes, behavior, and intentions
  • Exploring brand positioning
  • Testing new product ideas or concepts
  • Assessing public affairs issues

During almost a decade of operation IDRA has acquired quite a wealth of experience and expertise to conduct qualitative research for many issues and clients. Some of the marketing issues we have been involved with are listed below:

  • Brand positioning
  • Pricing perceptions
  • Advertisement and Communication research
  • Concept testing
  • Packaging and graphic design research
  • Motivational research
  • Product testing, etc.

IDRA employs highly qualified and experienced moderators who have been conducting qualitative research for some of the leading brands in the market including Coca-Cola, P&G, Vodafone, Raiffeisen Bank, JTI, etc.

We possess all the necessary facilities and equipment to conduct focus groups and in-depth interviews (video-audio registration, large TV screen in observer room, simultaneous translation equipment, etc).


  • In-depth interviews
  • Paired interviews
  • Focus groups
  • Observation