A to Z of Qualitative Methods and Techniques
Ipsos's qualitative team bring people and policymakers together, giving you insights which spring from a real understanding of people's lived experience. Our creative research helps drive the social and policy agenda and enables our clients to make better decisions.
This A-Z provides a short guide to the range of qualitative research methods we use at Ipsos. We hope it gives a taste of the wide variety of options that are available for our clients to draw on, ultimately helping people make important decisions and understand how qualitative research can add value.
At Ipsos we think about qualitative methods in terms of four main families: Interviews, groups, immersions and online. Within each family there are several variations of these methods and a host of techniques we can use to facilitate discussion and provide insight. We mix different methods to create specific research approaches that suit our clients’ audience and needs.
