The goal of qualitative research is to perform an in-depth evaluation of various issues which cannot be satisfactorily examined by using a quantitative questionnaire.
Qualitative research attempts to get to the bottom of terms and issues that encompass entire worlds of content, with the purpose of understanding how the consumer perceives/defines these worlds, as well as which terms and concepts he/she uses in order to describe them. Qualitative research is able to reach unconscious levels by utilizing special techniques.

Examples for issues examined by qualitative research:

Qualitative research is applied by using two main research tools:

• Focus groups
• In-depth interviews

The Shiluv Group has many years of experience in the field of focus groups and in-depth interviews, with hundreds of groups convened annually on various topics and implementation of different methodologies which incorporate, among other things, projection-based models, use of tools that enable measuring emotions and a range of interviewing techniques.
The Shiluv Group operates the most advanced focus groups room of its kind in Israel, which was developed and constructed based on psychological principles that lead to more openness on behalf of the participants and facilitate making the most out of every discussion.