Qualitative Market Research

Javelin combines over 100 collective years of industry experience with best-of-breed research skills to meet applied research challenges. In keeping up on the latest industry trends and practices, we design, deploy and manage dozens of tailored projects per year, including methodology selection, query design, data collection and project management, rigorous analysis, and finally, reporting including strategic recommendations.

Collection instruments

  • Focus groups
  • Interviews
  • Unstructured observations
  • Ethnography


  • No measurable error
  • Smaller samples

Best suited for

  • When needs, questions, language can’t be clearly defined
  • Smaller issues (what colors, names or themes do buyers think about?)

Research Mechanisms

  • Quantitative Consumer Surveys
    • Nationally representative, n>2000
  • Qualitative Exec Surveys
  • Customer (Client) Surveys
  • Retention & Loyalty
  • Competitive Benchmarking
  • CSR calls & secondary research
  • Focus Groups
  • Proprietary Panels