Curiosity is our guide.
Clarity is our goal.

Qualitative research is essential to understand the complex human experiences and emotions behind the statistics produced by quantitative surveys and data analyses. In particular, qualitative research allows us to understand why people think or behave as they do. Campos deploys a range of qualitative research methodologies, including:

• Focus Groups: A Campos moderator speaks to a curated group representing the views and opinions of a more extensive population. Focus groups are ideal for delving into topics with a strong social component and generating ideas.

• In-Depth Interviews (IDIs): A Campos moderator has a one-on-one conversation with a respondent to better understand their opinions, perceptions, and experiences. IDIs are suited for respondents needing to tell personal stories or projects requiring ample time to hear from each person (e.g., journey mapping).

• Dyads & Triads: This is the middle ground between IDIs and focus groups, where a Campos moderator speaks with two or three respondents. This allows for social sharing and more time for each individual to talk. We often use dyads or triads for research in which the respondents know one another (e.g., friends, parents and a child, etc.).

• Virtual Discussion Boards: This often combines quantitative and qualitative elements that allow participants to respond asynchronously to open-ended and close-ended questions via video.

• Ethnographic Research: A Campos moderator observes people in a “natural” environment, such as their home or a store. The latter is often referred to as “shop-alongs.” We take detailed notes on everything the person does while fading into the background to avoid influencing actions. These sessions often conclude with an interview.