• Qualitative research is primarily exploratory in approach
• It relies on a relatively unstructured, flexible approach to gathering information
• Qualitative research is often suitable if the objective is to identify and understand all factors relevant to the target population. The emphasis is on understanding the reasons underlying respondents' behaviour
• Chant Link & Associates is known for its:

• Leadership in developing high integrity qualitative research techniques, based on sound psychological theory and practice
• High quality field force of depth interviewers and group discussion moderators
• Ability to put research participants at ease, encouraging their provision of insightful and considered opinions
• Ability to access senior executives and other difficult to access interviewees, based on innovative research processes making for a memorable and interesting research experience for the respondents

• There are several ways in which qualitative information is gathered by Chant Link & Associates consultants:

• Group discussions
• Depth face to face interviews
• Semi-depth telephone interviews

Each project is judged on its requirements before deciding on the appropriateness of qualitative research (as opposed to quantitative), the selection and optimum mix of the above data gathering methods

• Chant Link & Associates is able to field a very large team of senior interviewers and group discussion moderators if required