Online qualitative research is a feature of every Future and Simple project. Face-to-face focus group research is also very useful.

Qualitative Methods

Methods such as focus groups and individual interviews are extremely important. While Future and Simple’s core strength is in rigorous quantitative (mathematical) models, we spend a lot of time and effort listening to consumers and subject matter experts to frame the question and understand the real world environment we wish to model. Qualitative methods we use include:

• Focus groups
• Online focus groups
• Bulletin board focus groups (contributions and questions over a long period of time).