Understanding the "why" and "how" of consumer decision making is the major objective of qualitative research. Utilizing focus groups and in-depth interviews, among other approaches, we are able to recognize and understand the reasoning for particular behaviors and attitudes.
Qualitative research methods can also complement survey research in that they can highlight and clarify trains of thought while uncovering how individuals came to their conclusions. For example, in some cases, focus groups can be used to assist in the developing of survey questions. In other cases, attention may be turned to delving more deeply into understanding the reasoning that underlies broader public opinion as determined from survey research.
ORA maintains a modern focus group facility with a comfortable and attractive 20' x 24' participant conference room. Groups are monitored with digital audio and video recording equipment. A tiered viewing room with a 15' two-way mirror can accommodate 12 clients, and the angled mirror allows the groups to be observed from more than one perspective. Clients also have access to wireless Internet service.
ORA also conducts off-site focus groups in locations where there are no focus group facilities, using hotels or other available facilities. These groups are also recorded with audio and video with observation available via televised feed to a nearby observation location.