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Qualitative Research

Tools: PARC: In Depth Interviews
In Depth Interviews offer our researchers the opportunity to collect vivid, descriptive data regarding people's behaviour, attitudes and perceptions. These are normally conducted when the subject or context is such that a one to one interaction is more productive. The interviewer uses the loosely structured nature of the interview to delve deeper into the opinions manifested by the respondent and manoeuvre the questioning accordingly. Generally, an In Depth interview lasts for approximately 45 - 90 minutes.

Group Discussions:
PARC's unparalleled understanding of the cultural milieu of the Arab world forms the cornerstone of our Research philosophy. Our 'Focus Studios', provide an ideal ambience for participants thereby facilitating self expression and free flow of ideas. An average focus Group Discussion could span anywhere between 1 ½ - 2 ½ hours. The duration is dependant on the profile of the respondents and the research question at stake.

Gang Surveys are a very intelligent hybrid of quantitative and qualitative methodologies. This method enables us to incorporate key normative measures to give figures and tabulations, as well as use topical discussions using qualitative techniques to provide insights wherever required. About 12 ~ 14 members are invited for the gang survey that lasts approximately 1 ½ to 2 hours.

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